Google and Procter & Gamble announced today that the two companies have been swapping staff in an effort to better understand the advertising market.

In what became known as the 'P&G Google Exchange', three Google employees were temporarily sent to P&G, and 20 P&G employees were sent to Google.

"All the staff were there to gain more understanding of advertising, and insight into how other consumer companies work," said a P&G spokeswoman.

Google hoped that the arrangement would give its employees more insight into the needs of advertisers at a time when its profits are slowing. Companies with huge advertising budgets, like P&G, are one of Google's main sources of revenue.

P&G employees went to Google to pick up tips on how their company can leverage online search and advertising. P&G spends a relatively small amount of its ad budget online, according to media reports.

"We are very passionate about this programme," said the spokeswoman. P&G said that the exchange, which started in January, has now finished and that there are no confirmed plans for it to be continued.