Former DoubleClick CEO David Rosenblatt has swapped titles—he’s now Google’s (NSDQ: GOOG) new president of global display advertising, Bits reports. It’s a new role within Google, and a signal, perhaps, that the search giant is ready to get serious about becoming a display giant too. Google bought DCLK last year for for about $3.3 billion.

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Another signal is that Google launched a build-your-own display ad tool today for AdWords, which makes it easy for users to pick text, images and logos for ads that will run across Google’s content network (including in video and game units).

Google hasn’t announced a lot with DoubleClick since the acquisition closed, but the display ad division is seemingly one of the only recent add-ons that’s pulling its own weight. We’ll see if they acknowledge Rosenblatt’s new gig (or even DoubleClick’s contribution to the bottom line) later today.