While everyone is looking in the other direction, Google has steadily built up networks around its online display and video advertising products, according to AdAge.
Google is primarily known for its contextual text and search ads. Efforts to enter the offline ad world have also been the subject of much news coverage and commentary. But while that's been going on, it's also been building up display and video inventory.

Still, the entry of Google into the display ad business is not without its share of struggle. There is a shortage of high-profile inventory, whereas media buyers are looking for big reach numbers.

Google also does not allow for ad serving through third-party management software. Google says it is working to address what it says are shortcomings in currently available software to make it work best for its advertisers while still protecting user privacy.

One analyst opines that the huge number of Google publishers is actually working against it in terms of getting more brand-specific revenue.