Google seems to be expanding beyond what Adwords is offering. This time, the expansion is expected to hit Madison Avenue moreover; it is taking the spirit of advertising metrics with it.

Recently, Linda Gangeri, executive of Volvo, had flown in from California to Google's new office near the Hudson River to discuss with Google executives the launching of its new car. Gangeri expressed her desire to hear Google's ideas about online video advertising.

"There's probably a false assumption in the marketplace that Google is a bunch of machines in Mountain View [Calif.] and we don't have relationships like you might see at Conde Nast up the street or at ABC television," said Patrick Keane, Google's director of product marketing.

Unlike Yahoo, AOL and other search engines, Google is not selling ads on its homepage. Instead, it is venturing with other partners' web pages. Most of these ads bear the 'Ads by Google' title. Nowadays, Google aims to distinguish its banner and video advertisements from its competitors. This can be done by tracking the number of individuals exposed to it and eventually execute queries about the ads.