The chief executives of Publicis Groupe, the advertising conglomerate, and Google, the Internet giant, said Tuesday that they would jointly develop an approach to digital advertising that was both creative and technologically savvy, a combination they said is lacking.

“It is possible that what emerges could drive the development of ‘open source advertising,’ ” Mr. Schmidt said, if the tools were made widely available. Google, which makes much of its money by placing ads on particular Web sites for other companies, promotes the adoption of common technical standards.

Google and Ad Group Jointly Develop Digital Advertising Approach [nytimes.com]