Google Now Allowing Ad Networks To Buy AdSense Inventory
Google in emails sent to many customers this week outlined that it will now be allowing for ad networks to bid within its AdSense Publishers adverting space. Clearly Google has been closely watching all the developments in the Ad Network space relating to Yield Optimization.
We’re writing to let you know about an upcoming update in your AdSense account designed to help you generate the maximum revenue from your ad units. You’ll soon be able to allow multiple ad networks to show on your pages, which means that advertisers from external Google-certified networks will be able to compete with AdWords advertisers for your ad space.
The offering will likely result in higher CPM rates for publishers. One key concern for publishers is control over their inventory and brand control. AdSense publishers will have full control of their inventory.
Ad Networks that wish to work with Google must be pre-approved to ensure that they meet Google’s standards, which include privacy, ad quality and speed. Publishers will also have full control of what networks they choose to work with, if any. The approval process is said to take a few months per network according to PaidContent.org.
The move is likely all part of a bigger picture strategy with DoubleClick. The DoubleClick exchange, AdX exchange will integrate into the AdSense platform creating what could be a very powerful and highly attractive platform. Other yield optimization organizations should take very close notice.
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