Google is working with the Publicis Groupe to improve advertising in a partnership that is being showcased as the general direction of how Google wants to be viewed by the advertising industry.

An excerpt from SearchEngineJournal

Google CEO Eric Schmidt and Publicis Groupe CEO Maurice Levy announced limited details of the collaboration at a meeting in Paris, France ahead of the World Economic Forum in Davos, which begins today and both men are attending. This marks the very first announcement that Google has made with one of the world's major advertising groups, and indicates that they are attempting to ease some of the strain they have with the advertising world that is somewhat wary of their objectives.

Google, with its expansive plans has been perceived as a threat for firms in the advertising business. The partnership sends out the message that Google wishes to take care of the technology aspects on advertising while letting the actual content remain where it belongs - with advertisers.