ORLANDO, Fla. (AdAge.com) -- Google isn't getting into the ad agency business, the search behemoth's President of Advertising and Commerce Tim Armstrong, said today at the American Association of Advertising Agencies' annual Media Conference and Trade Show.
In fact, the company is pouring resources into developing tools for agencies, he said.
Mr. Armstrong said Google plans this week to roll out new cross-channel data measurement that will help agencies plan, buy and creatively target in a fragmented media landscape.
He also noted the company's partnership with Publicis Groupe, in which the two companies will swap executives to develop new products and tools, and said Google is currently working on tools in its dashboard that will assist agencies in reaching scale.
"We hope this is the type of tool we can deliver," he said.
But what is cloud-living?
Mr. Armstrong also addressed a couple of the issues on Google's radar, including the changing face of mobile, emerging markets such as India, and why so-called "cloud-living" is becoming increasingly important.
What exactly is cloud-living? An example Mr. Armstrong gave is online banking: A consumer enters his personal information, and -- even though he doesn't know where it goes -- trusts that it will be secure and stores it there. Mr. Armstrong predicts that consumers will be increasingly driven to this type of service and that it's up to advertisers to reach them there.
"In this world, with the systems being built by Google, Yahoo, Microsoft, and everyone else, you really have to think about it ... like living in a cloud," he said. "You have to trust and you have to put your clients' brands in many different places and track them in many different places."