Google to take lead in media integration

Google announced it will introduce a broad new strategy that will help advertising agencies to plan, buy and manage all types of media. At the AAAA Media Conference, Google's advertising and commerce president Tim Armstrong announced that Google will enable media planners to manage mixes of off-line ad online media. This so-called "Dashboard" will automate a difficult task for today's planners and buyers.
It is striking to notice that a company that started to influence the entire media scene only a few years ago, is now taking the high ground in this most-discussed subject. The discussion is not only about comparable measurement of online advertising but also about the dominant role of media agencies vs. creative agencies. And Google obviously want to play a role in this latter discussion as well.