• Ad Age, Wednesday, December 12, 2007 10:45 AM

Google will finally add ad-serving giant DoubleClick to its advertising arsenal this week if the Federal Trade Commission approves the merger after months of investigating the matter. In anticipation of the approval, Ad Age talks with Tim Armstrong, Google's president of advertising and commerce.

Like most ad network providers, Armstrong speaks of a one-stop shop for advertisers--although GoogleClick would certainly come the closest the industry has seen to delivering on that promise. "When people do big launches, they do a couple types of creative and a few products. But by having Google and DoubleClick work together, we can help a company use all their products and all their creative," Armstrong says.

Google does not intend to marry Google search data with DoubleClick display data--the main issue concerning many privacy groups. However, it does intend to marry DoubleClick's search and affiliate marketing data from its Performics unit with DoubleClick display data, using a new tool that measures, monitors and optimizes advertising across a single media "dashboard."

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