• Reuters, Wednesday, December 5, 2007 10:48 AM

Now that Google is close to securing the Federal Commission's blessing for the DoubleClick merger, the search giant has come out saying it's looking for more partners to expand its growing advertising empire. Speaking at a recent conference, Tim Armstrong, the company's president of advertising and commerce for North America, said that Google's foray into print, radio and television is all about realizing a single system for selling ads across all media.

"We're intent on bringing more and more scale to the digital dashboard space," Armstrong said, by using Web-based systems to buy and sell media inventory. He added that marketers would love such a system because it would enable them to seamlessly make several cross media buys at once. "I think this is a two-, three-, five-year product that we're going to work on."

Meanwhile, the Google exec noted that there are opportunities for Google to grow its online advertising empire outside of the DoubleClick deal. "We're exploring the ability to basically work with multiple companies in that space," he said. "DoubleClick is one piece of it."

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