Google is a consumer brand and people need to be comfortable. If we were just an advertising brand we wouldn't have the same concerns. We've always tried to promote transparency and choice among our users.

Advertising is very simple in a lot of ways. Advertisers go where the users go, and users are choosing to spend a lot more time online.

I think we have to recognize as an industry that users have a lot more choices and can click away to a lot more media. As a result, the advertising we create really needs to be something users want to see.

I think video advertising is a hugely compelling medium.

People used to say that advertising wasn't in Google's DNA, and that's obviously not true anymore. They used to say that display advertising isn't in Google's DNA, and that's not true any more.