There are signs that Google is developing its advertising model, according to John Battelle.
He quotes from Read/Write Web that this possible reconfiguration of the advertising model by Google is similar to what Microsoft and IBM have already done:
One interesting sub-plot here is that Google needs more "inventory" to sell the different flavors of advertising. Jeff mentions adsense for podcasting in his post - and that is certain to be one way Google will increase their inventory. Also this puts the likes of Feedburner, Meebo, edgeio and Commission Junction squarely in Google's sights as potential acquisitions. All of those 'web 2.0' startups have no shortage of inventory!
In terms of Google's overall goals, as summarised at Google Blogoscoped, this rumored re-org falls under the "push their ad system" category. It really makes sense for Google and shows not only that they are innovating in technology - but maturing and expanding as a media/advertising entity. The benefit for Google's customers is that it enables them to target certain leads across different types of media. They can do that from one 'console' and they will work with 1 Google salesperson/account manager on their account.