At the turn of the century, before Google launched AdWords, the paid search program that would make it one of the richest companies in the world, it had a back-up strategy for making a profit. Google's Plan B? Cut a deal with DoubleClick, then an ad network riding high on the first dot-com boom, to serve banner ads on its site.
Poor Google. It's so misunderstood, especially on Madison Avenue. In fact, do a Google search for the terms "Google" and "Madison Avenue" on Google and see what happens. Your screen will be filled with stories about angst, and a fair amount of fear and loathing.