Considering how it was introduced — almost as an aside in the official DoubleClick Advertiser blog back in June — it’s possible many have forgotten or don’t even know about Google (News – Alert) Web Designer, the search giant’s own HTML5/CSS3 Web development tool. Well, this tool is said to be nearing release, so let’s try to brush up on what we know so far about it, along with what we don’t.

Starting with what is known about Google Web Designer, the short answer is not a lot. Put simply, this tool is meant to help publishers and advertisers better connect with multi-screen users. This is because research cited by Neal Mohan, vice president of Display Advertising at DoubleClick (News – Alert), some 90 percent of multiple device owners tend to switch between screens to complete tasks.

As for how exactly Google Web Designer will help advertisers take advantage of this, the implication seems to be that the creation of cutting-edge advertising campaigns and engaging Web content is the key. More specifically, the tool’s HTML5 focus allows it to target practically every platform and device at once, while seamless integration with DoubleClick Studio and AdMob (News – Alert) is supposed to greatly simplify the process of building content that can be served through Google’s platforms.

According to Cameron McKenzie over at TheServerSide, Google Web Developer may not be anything more than a lightweight development tool that focuses on HTML5 development on mobile devices, while making it easier to put Google ads into mobile apps. Indeed, the general vibe for those in Web marketing right now seems to be “don’t expect much from Google Web Designer” — at first.

In typical Google fashion, the tool could potentially become something special as new versions are released. It could also end up another failed Google project, though.

McKenzie believes that the latter will end up being the case and also wishes that Web Developer could be a tool that addresses the need to develop different user interfaces for different handheld devices — a way to “do something about” Android (News – Alert) fragmentation. This definitely isn’t likely, though, since Google has already done something about Android fragmentation with its new Google Play Services model.

But, as usual, we’ll just have to wait and see how the situation plays out.