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Third-party ads displayed through AdSense
If you’re an advertiser looking to manage all your online advertising through the powerful Google AdWords interface, things are looking up since Google has decided to display third-party ads, through AdSense.
At first, this new ad sourcing alternative will only be made available for English pages viewed in the United States but as the program evolves, it’s expected to be offered in other languages and countries.
For publishers, displaying these third-party ads is done automatically if the AdSense code is set to accept “images”. Since most publishers choose this option, the distribution network for the third-party ads should be quite large and varied.
This being said, countless publishers are looking to get more details about the revenue opportunities these third-party ads could bring. While the AdSense network is popular, in part, because of the “cost-per-click” model, the third-party ads are known to shy away that particular model in favor of a fixed price per thousand or per million ad banner displays. It’s still unclear how Google AdSense will reconcile these heavily differentiated payment models.
Publishers looking to filter out specific ads can still do so using the competitive ad filter and to make that job even easier, Google states that only advertisers with whom they have proven relationships and who’ve clearly demonstrated commitments to their quality standards may participate in their program — futhermore, Google policies governing ad content and formatting remain unchanged.
So, where do these third-party ads come from?
From a more technical standpoint, the ads will be served by both DoubleClick DFA and Mediaplex/ValueClick, for North America. Meanwhile, the third-party ads will come from DoubleClick Rich Media, Eyeblaster, EyeWonder, Interpolls, Pointroll and Unicast. On the research front, Dynamic Logic/Safecount, Factor TG, IAG and InsightExpress have all been certified by Google.
It seems malware will not be an issue with these new third party ads as Google specifically forbids fourth-party calls or sub-syndication to advertisers or vendors they haven’t certified. Also, publishers and users can rest assured all third-party ads are checked for malware when they’re initially entered into the AdWords system.
While this new announcement from Google will surely fire up the advertisers looking to make sense of the online advertising complexity using AdWords’ relatively simple interface, it’s still unclear if the publishers will feel this latest move contributes significantly to their bottom line or if it dilutes the currently profitable pay-per-click model.
Tags: third-party ads, google, adwords, adsense, pay-per-click, advertising, ads, banners, images
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