As yet, Google’s AdWords ads are served to publishers that have to sign up for the Google network, AdSense. Moving into DoubleClick territory, a bulky undertaking for big G, would solve “a BIG problem” writes performance marketing specialist Jeff Molander because “this would allow Google to not only offer conversion tracking but do so cross-platform… It also creates a point of differentiation in the CPA space: Ad targeting.” Why? Because Google could cross-reference its search-based targeting with an ad-delivery network to create something truly powerful, whereas Molander doesn’t believe DoubleClick’s ad targeting extends to its Performics unit, which manages search advertising and behavior targeting for advertisers.

Which beg the questions: Will Google do it? Will Google make it free like Google Analytics? Will it merge with Google Analytics? Will Google swoop in and buy DoubleClick? Battelle seems to think the search giant is definitely up to something

GoogleClick

Google does not take third party ad tags. That means that if you want to advertise on Google, you have to run your creative through Google. But a huge portion of the advertising world that Google is now going after – graphical CPM ads – runs through third party ad servers like DoubleClick.

Now, DoubleClick is for sale, the WSJ reports. Actually, I’ve heard it’s been shopped since early last year, but anyway….Microsoft is seen as an interested suitor.

Google can’t let this stand. It’s a major risk to its business to force advertisers to change behavior – it needs a third party ad serving solution.

So it will, without a doubt, build one. More soon.