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Industry pundits are reporting that ad-serving giant DoubleClick is a potential acquisition target (see MSNBC , Wall Street Journal (WSJ) and this blog entry on ZDNet for example). Of course Google has long provided ad-serving services for adwords, but serving display ads would be a new move.

Search engine and web commentator John Batelle suggests Google is in the process of building its own web-server technology, and will offer it as a free service much like the Google Analytics traffic measurement service Google provides.

While opinion differs on whether a Google adserver would adversely affect the revenue of ad-serving companies such as DoubleClick or Real Media, one thing is clear. If Google can provide a free service to small publishers that is as effective at reaching out to the "long-tail" as Adwords/Adsense has been, that will provide a massive amount of new advertising inventory for sale to advertisers.