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Google’s AdSense Open to Third-Party Ads

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May 20, 2008 

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Kathleen  |

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Google’s AdSense Open to Third-Party Ads

ADOTAS – To reduce the too-many-chefs in the kitchen multi-tasking chaos that often results from attempting to manage interactive advertising campaigns across several networks, Google has agreed to accept third-party ads.

Google said it “will empower advertisers to work with approved third parties to serve and track display ads, including rich media ads, across the Google content network through AdWords, giving them more options, flexibility and control over their campaigns,” in a blog post penned by Rajas Moonka, Google’s senior business product manager.

The search giant said it didn’t accept third-party tags previously because its system couldn’t review ads to make sure they complied with Google’s standards and policies – but a new certification system is now in place.

Advertisers and agencies will be able to serve ads and measure performance through these third parties:

•    Advertiser ad servers: DoubleClick (DFA), Mediaplex
•    Rich media agencies: DoubleClick Rich Media, Eyeblaster, EyeWonder, Interpolls, PointRoll, Unicast
•    Research firms: Dynamic Logic, IAG Research, InsightExpress, Factor TG

More third parties will likely be certified in the future. Google and AdSense publishers will have a larger inventory to tap, and of course an opportunity to rake in a bigger profit. For interactive advertisers, the new system allows them to manage campaigns through one application.

Check out a video explaining the new system here.

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