After having challenged tradition advertising, Google is attempting to develop stronger ties with Madison Avenue in an effort to continue expanding its online empire, according to an article in the New York Post. Google wants to partner with New York ad agencies, which still act as gatekeepers for Fortune 500 companies by controlling their branding strategies, creative work and ad buying, writes the Post.

But with advertisers increasingly interested in online, Google and Yahoo are reaching out to ensure that more advertisers and their agencies accept the web. In the past year alone, Google has held 100 or so training sessions at agencies such as Carat's Fusion unit and Foote Cone & Belding's FCBi to help them better understand the world of search marketing, particularly AdWords. Google has also set up support teams so that agencies can call with questions.

Another sign of Google's effort is its participation in ad industry events, such as Advertising Week, which began yesterday. This year, Google is sponsoring several events, participating in others and holding its own panel.