Google is big. Like— really big.

Great post in today’s WSJ’s Blog on a new theory regarding just how big Google really is:

Google, as it made clear yesterday, is hardly slowing down. It stated a goal of becoming the largest seller of Internet display ads in the world (overtaking Yahoo). More significantly, it is devoting enormous effort to building a system for television ads that will rival its text ad system. For now, it is focusing on its YouTube unit. But it plans to extend these to other forms of video, delivered both over the Internet and by digital cable and satellite systems.

If Google succeeds — and that is hardly guaranteed — it could easily double in size or more, and thus dwarf any player in advertising

With an estimated $21.9 billion in advertising sales this year, who can possible step up to the plate and do battle? Is this making marketing and advertising easier for all of us in the industry, or will we eventually be forced to rely on Google as the “gateway medium” to ensure that our message is heard?

I guess I should go Google an answer.