Google (NSDQ: GOOG) is combining oversight for all its display advertising under one executive, as the search giant continues to build its non-search business, AdAge reports. Barry Salzman (image, left), a former DoubleClick exec who most recently was ShopWiki’s COO and, before that, CEO of digital out-of-home ad firmYCD Multimedia, will take on the role of head of media and platforms for the Americas. In this new post, anyone handing display ads — including those at YouTube — will report to Salzman. In turn, Salzman reports to Henrique de Castro, Google’s VP-global media and platforms.
Google spent about two years slowly preparing for its full leap into the display market after buying DoubleClick for $3.1 billion. Just before it linked AdSense and DoubleClick last September, Google lost two key DoubleClick execs, former Ad Exchange VP Michael Rubenstein and former DoubleClick CEO David Rosenblatt.
With Salzman, who had worked for DoubleClick for five years, back on board, the new job is a chance to realize some of goals, AdAge says. DoubleClick had moved away from the media end of the business and instead devoted itself to the tech and ad serving sides. While Salzman says that Google has done well with its initial display ad sales efforts, part of his job is convincing them to spend more by combining search and display.
The added emphasis on display comes as Google finds its first serious challenge to its overwhelming search dominance by the combined forces of Yahoo (NSDQ: YHOO) and Microsoft (NSDQ: MSFT) with Bing. Meanwhile, display is likely to remain a small part of Google’s business. As Barclays analyst Doug Anmuth noted in a recent report (via BusinessWeek) this segment’s ad sales could reach $1 billion in revenue in 2010, which is roughly 4 percent of Google’s overall revenues.