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Edition: U.S. Article Comments (0) Follow Reuters Facebook Twitter RSS YouTube Read Women can't keep breast implants for life: FDA 4:08pm EDT North Dakota city evacuates as record flood imminent 2:48pm EDT Fed cuts GDP forecast; no hint of more support | 4:19pm EDT George Clooney is single again, rep says 1:05pm EDT Chemist finds no proof of body in Anthony's car trunk 3:17pm EDT Discussed 48 Weiner tells friends he will resign: NY Times 48 IMF cuts U.S. growth forecast, warns of crisis 47 Ron Paul wins 2012 Republican straw poll in New Orleans Watched Hefner's revenge; Ryan Reynolds stops traffic Fri, Jun 17 2011 Airbus A380 damaged at Paris Air Show Mon, Jun 20 2011 Grim cigarette labels aim to curb smoking Mon, Jun 20 2011 Google eyeing further display ad acquisitions Tweet Share this Email Print Related News Facebook to take top spot in U.S. display ad market Mon, Jun 20 2011 Oracle seeks billions in lawsuit against Google Thu, Jun 16 2011 Special report: Government in cyber fight but can't keep up Thu, Jun 16 2011 Facebook looking at IPO in first quarter: report Mon, Jun 13 2011 Google to buy display ad company AdMeld Mon, Jun 13 2011 Analysis & Opinion ICANN haz .youridentityhere Tech wrap: Panasonic profits shaken by quake Related Topics Technology » Deals » Global Deals Data 2011 Q1 » Inflows Outflows » Media » Facebook » Google Inc's logo is seen at an office in Seoul in this May 3, 2011 file photograph. Credit: Reuters/Truth Leem/Files By Kate Holton CANNES, France | Wed Jun 22, 2011 11:51am EDT CANNES, France (Reuters) - Google will buy more companies to boost its presence in the booming online display ad sector in a challenge to Facebook, even as European regulators examine its dominant web search position. Speaking to a small group of reporters on the sidelines of the Cannes Lions advertising festival, Executive Chairman Eric Schmidt said the group would continue to snap up companies that specialized in handling display ads such as banners and video. "It would be good to have more diversified revenue," Eric Schmidt said, just days after Google announced plans to buy AdMeld to grab a larger slice of the market for graphical display ads. "I would argue that we're doing really well there. We started off with largely text ads, and now we have this display business which is going to end up being a $10 billion, $20 billion kind of business. It will be very large." The vast majority of Google's revenue, which totaled roughly $29 billion in 2010, comes from the small ads that appear alongside its search results. But some analysts have suggested that Google needs to diversify its business with products such as social networking tools to prevent advertisers moving over to the social network Facebook instead. According to a report released earlier this week by research firm eMarketer, Facebook will displace Yahoo Inc to take the biggest slice of online display ad dollars in 2011. With that in mind, Google has engaged in a buying spree of technology and engineering talent to bolster initiatives outside of the search business, including in mobile advertising. Schmidt said the display business had taken time to develop but said it would now look to make further acquisitions as publishers and advertisers helped it to understand which new services were required. "There's not a list of targeted acquisitions," he said. "As the strategy develops it will become clear what the customer needs that we have not been able to build ourselves." The spending spree, albeit in a different sector, comes as regulators from the European Commission examine Google and its conduct in the search market following a complaint from Microsoft Corp that it systematically thwarts Internet search competition. Schmidt said he had met with the Commission a "bunch of times" and said relations were cordial, though he did not know how long the investigation would take. (Reporting by Kate Holton; Editing by Will Waterman) Technology Deals Global Deals Data 2011 Q1 Inflows Outflows Media Facebook Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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