Google Ad Manager. Hot on the heels of the Doubleclick acquisition announcement, we get news that Google is testing their new display advertising engine for delivering direct client ads on your website. That’s incredible news and it’s astounding that they’ve moved so fast to re-package the Doubleclick tech. If Google can do for display ads what they did for text ads with Adsense/Adwords, then it could revolutionise the World Wide Web. Really! Why?
- It integrates completely with Adsense. If you don’t have any banner ads to serve, Adsense kicks in. What’s more the Adsense ads compete with the banner ads on price. So automatically you’ve got your own massive advertising auction system on your website. Unfortunately it’s probably going to really hurt services like Pubmatic (which I use) and the other fledgling ad auction companies like YieldBuild and the Rubicon Project which are slowly coming on stream at the moment.
- Full inventory management and reporting. Just select the ad sizes you need and the system instantly generates the tag codes to insert on the site.
- You get full control over every aspect of the advertising mix. Geographical, browser, domain and even bandwidth targeting. That’s awesome in itself, and something that most free alternatives don’t offer without a whole heap of configuration hassle. If you’ve ever tried to deploy OpenAds as it’s now called, you’ll know exactly what I mean.
- Support for CPM, CPC and CPD (cost per day), rich media, varying delivery types, frequency capping et al.
- Google infrastructure back end means robust and fast delivery.
…and so on. The main effect this will have on the advertising market (apart from making ad network execs wake up in a 2 am cold sweat for a while) is to encourage a massive growth in small business display advertising. All the Adwords users, who know and trust Adwords, will look seriously at this, and more to the point trust it from day one, because it’s a Google product. Web site owners will also trust it and deploy it as a part of their advertising armoury, and suddenly there’s a whole new DIY advertising dynamic – available globally! – to challenge the likes of Valueclick and the rest. The service is free at the moment and in test mode, but it’s definitely going to get interesting. This one is going to really reverberate everywhere, you mark my words!
Manage your online ad sales and inventory for free. Google Ad Manager is a hosted ad management solution that can help you sell, schedule, deliver, and measure all of your directly-sold and network-based inventory. * Simple, intuitive user interface: Decrease training time and trafficking steps with simplified tagging and inventory management. * Google serving speed and reliability Ensure quicker ad delivery and fewer reporting discrepancies. * Significant cost savings – it’s free! Pay nothing for ad serving, feature upgrades, or system maintenance.