The combined entity of DoubleClick and Google as a company, including Performics, DART for Advertisers (DFA), DART for Publishers (DFP), and the newly formed Ad Exchange, requires media buyers, advertisers, and their agencies to digest a lot of new information. This column examines some of the challenges the combined entity will face. It may make exploiting all the possible synergies more difficult.

Some potential conflict of interest issues affect other agencies and search marketers, while other issues must be resolved in respect to advertiser/publisher conflicts (perceived or real). I'll delve into more detail on each issue and flush out concerns agencies, search marketers, and advertisers have shared with me.