Google allows other networks to bid for their inventory

In an article written by Kate Kaye over at ClickZ last week, it was discussed that Google is opening up its AdSense inventory to other networks.

For those of you who aren't aware, Google has one of the world's largest display media networks in addition to its search offering. Within a search campaign a marketer can choose to run their SEM ads on 3rd party sites in the program, and this option is also available for display ads.

The move to allow other networks access to its display inventory will benefit site owners as there are now more buyers of their ad space in the marketplace and therefore they will sell more of their inventory and potentially at a higher price. Natural economics of an auction environment should apply.

On the Google AdSense blog, Google say that the roll out to other networks will be gradual and so no major changes should be seen in the near term, and that they certify the selected networks abide by their rules on privacy. This model means Google maintains a level of control over the quality and context of the ads that run on their AdSense customer's websites.

For me it seems like a logical step towards completing the integration of the Doubleclick assets into the Google family. Opening up AdSense to other networks makes it behave like a media network and may be an indicator that AdSense and the Dart Exchange will be one and the same in the future. The addition of radio, TV and digital billboard inventory will surely follow after.

SEM and display continue to move closer together and can only be optimized successfully when done so in unison, the ability to have one platform to bid on for all types of digital media will allow the media planner of the future to act like a stock broker, moving money second by second to the place where the return of investment is greatest.

German RTL TV station behind fake MJ video

Research paper and podcast: Effects of display media on search traffic