Google's new research measuring cross-channel ads is meant to help marketers determine their best media plan, not supplant the role of media agencies, according to Tim Armstrong, the Web giant's president of advertising and commerce, North America. "In the last year, data has exploded. [With it] we are trying to figure out how to work together ... to make your lives easier so that fragmentation is beneficial," Armstrong said at the AAAA Media Conference and Trade Show in Orlando, Fla.

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