The appetite for acquisitions at Google hasn't been quelled by a holdup with the DoubleClick deal. According to a Reuters report, a Google executive has gone on record as saying the company is looking for more advertising partners with the aim of moving toward a single system for selling ads across all media.

Tim Armstrong, Google's president of advertising and commerce in North America, said the company hopes to use acquisitions and partnerships to deliver a better management platform for marketers.

"We're intent on bringing more and more scale to the digital dashboard space," Armstrong said at a UBS media conference in New York, referring to web-based system used to buy and sell ad inventory. "There's a high level of interest and a high level of work that needs to be done. We're at the very, very early stage on connecting those businesses. I think this is a two-, three-, five-year product that we're going to work on."

Armstrong called the DoubleClick acquisition, which has been held up by regulators, as piece of the emerging puzzle.

While Google remains a web leader, the company also has attempted to bring its technology to TV and print, helping to sell ad inventory in those mediums.