Google is hoping to attract more advertising partners beyond just their proposed purchase of DoubleClick Ltd., and makes the prediction that a move to a single system for selling ads across all types of media could take up to five years. Google started out with just text-based advertising as a part of their AdWords program, and quickly moved to add graphical ads, and recently, video advertising. Over the past year, Google has also gone into selling traditional print advertising in newspapers and magazines, as well as radio advertising spots. Their goal is clear: to sell every kind of advertising possible, and make it easy for everyone to get involved.

Google’s proposed purchase of DoubleClick, which has some industry professionals crying foul, would give them a definitive position in the graphical advertising market. If the deal is allowed to go through, Google will be forced to deal with customers that have often had a long history with the company. While they would like to integrate DoubleClick into Google as seamlessly as possible, such a feat will not be easily accomplished, and it may take several years before DoubleClick can be fully integrated within Google’s other advertising options. (more…)