We've talked before about how Google is intrinsically linked to the future of advertising, and this article in the Wall Street Journal (reg req.) notes their latest courting of advertisers.
The key quote for us is;
The ultimate goal, Google Chief Executive Eric Schmidt told reporters in October, is to let advertisers buy a broad menu of ad types and distribution through Google's single Web-based interface. "The long-term fantasy is we walk up to you and you give us, say, $10 million and we'll completely allocate it for you" across different media and ad types, he said in an interview last month. All types of ads can be made more effective, for instance by targeting them to consumers more likely to be interested in them, Mr. Schmidt said.
A pretty fundamental issue here is that the people who currently do this for advertisers are the media agencies - who are currently Googles biggest customers. Consequently, as Martin Sorrel points out, WPP (who own MindShare) sees Google as a frenemy
Makes for an interesting business relationship.