Summary:

Whether or not Google’s (NSDQ: GOOG) purchase of DoubleClick gets anti-trust approval, the company is focused on entering additional partner…

Whether or not Google’s (NSDQ: GOOG) purchase of DoubleClick gets anti-trust approval, the company is focused on entering additional partnerships to advance its aim of providing the connective tissue between supply and demand online. In particular, Google’s Tim Armstrong, president of advertising and commerce, told attendees at the UBS Global Media Conference that the company also hopes to charm ad agencies and TV networks that appear increasingly concerned about the online giant’s respective online ad moves and its audience measurement agreement with EchoStar. Some highlights from Armstrong, who was joined by Nick Fox, Google’s director, product management:

On the pending merger: “DoubleClick for us is about giving more choice on the supply side for publishers. On the demand side, if you looked at our customers, Google has a the vast majority of leading ad spenders, and we haven’t been able to offer them the set of industry standards for the past 10 years. Part of it is the way ads are served, but what’s not discussed a lot is the types of creative they have. In terms of looking for the connectivity tissue between supply and demand, DoubleClick fits very squarely into our strategy. Given that strategy, one of the things we exploring the ability to work with multiple partners. We feel very strongly that the deal should be approved, in light of the approvals our competitors have received.” Lots more after the jump…

Offline initiatives: It’s been a real test for us. But it makes sense for us to be in the offline sales. We’ve done a good job getting inventory. Search took us 2 and half years, and this could take us a bit longer. TV is doing well in terms of monetization. But there is not enough data to show advertisers why that inventory was really valuable. Some small channels aren’t even measured.

Friend or foe: A couple of groups are trying to drive the friend or foe mentality in the press, Armstrong said. “The agency community is moving towards a place where they want to compete on price. The agency becomes even more critical. Do you want to compete on the knowledge and assets you have an correlating, most agencies would choose to do the latter. Look at the Publicis acquisition of Digitas. It’s a symbiotic relationship. Companies who look at us as ‘friend or foe’ do not see the future the way we do.” Asked about cable channels running scared about audience measurement initiatives, Armstrong responded: “In general, TV networks know the measurements have to be good. What we hope to bring to the market is the ability to do what we did for search – to go from running 10 products to 10,000

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