Google Inc. (NASDAQ: GOOG)'s ambition is to become the dominant advertising network across all mediums globally, which is one high mountain to climb. The company has built up a multibillion-dollar cash pile to help it on its quest, and it is in control of the world's internet search market as well as the most-used video-sharing site. It is dabbling in radio, print, and mobile industries heavily as well. The goal: to take a small cut of each advertising transaction or impression throughout all media forms.
If Google is successful, the company could experience growth way beyond the incredible numbers it's now seeing every quarter. To get there, the company is trying to ensure existing and potential advertising partners know that controlling ad campaigns and directing marketing resources as efficiently as possible would be much easier if there was a central "dashboard" to manage all those ads across all markets and all mediums.
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