The AdMob buy and an October launch of Campaign Insights, a data compiling tool that helps marketers track how often consumers are searching for terms and which ads they click, is part of a broader strategy at Google.

FORBES: 2010 Preview

As early as this month, airlines worldwide may start testing a strategy that could customise airfare pricing and itinerary results based on who is searching.

BBC: How airline pricing works

It has devoted three strategy papers in six years to this topic, without dispelling the impression that it is still searching for a clear aim.

ECONOMIST: The World Bank