Online Ad Networks

March 26, 2008

This article caught my eye which mentions that Google has started a venture that  allows it to serve smaller website’s ads for free.  What is this service? Well it is called Google Ad Manager and it is FREE.  Well how would Google benefit from this?  When the millions of sites run out of ads to place on their pages, Google would place their ads benefiting their AdSense business reaching a much larger audience.  This would also allow Google to keep data from the sites such as ad performance and pricing for ads.  However, Google would not share this data with advertisers, publishers and therefore this platform is not very OPEN.  Sharing this information with advertisers would help them take advantage of a more transparent marketplace, and help publishers run their sites more efficiently. 

Well I came across an open ad network service known as OPENX while reading an article on Buzzmachine.  I went through the online tutorial of the service which was quite fascinating, easy to understand, implement, and FREE.  The service would allow web site owners to track their ad revenues, visitors to site, etc allowing them to have a better grasp of their sites revenue and performance, and best of all at no charge.  Another impressive feature is its openness.  It would allow  advertisers to place ads on almost all sites that they are interested in.

Once we have an open ad network, we’ll also be able to expose data about sites and ad performance. We would establish the true value of our new medium, especially when we can track new metrics: behaviour, interest, influence, authority, the timing and spread of ideas, and so on.

Google or OpenX – who would be the ultimate winner? Time will tell!

While reading reportonbusiness, I came across an articlewhere smaller ad networks are being formed.  Not yet of the same size as OpenX or Google Ad Manager but still an important development.  Forbes have announced that it would start selling ads for about 400 financial blogs.  Large sites such as Google has to deal with every industry in regard to ads whereas these smaller networks can have a more focused approach.  There are many other such smaller network examples in the article linked above.

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