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Sampling the Reserve Label From Google Display Network

Written on
Apr 19, 2011 
Author
Gavin Dunaway  |

reservedADOTAS – The agencies spoke and Google listened — the Google Display Network now has a “Reserved” section, where an advertiser can find the finest premium, guaranteed inventory from GDN’s 50,000 partner sites.

Apparently GDN Reserve was launched during the last quarter, though not to more fanfare like the recent introductions of Google’s Media Ads and various display targeting options. Vice President of Advertising Susan Wojcicki kind of casually mentioned the development during the first quarter earnings call last Thursday.

This premium inventory will be bundled across a “handful of content-specific verticals that consist of numerous publishers who are able to offer quality inventory at scale,” said an unknown Google spokesperson (one day there will be a tomb to the unknown spokesperson — a dark alley on Wall Street where a pleasant, generic and androgynous voice blabs out vague and inoffensive phrases) who gave AdExchanger’s John Ebbert about as little information about the offering as possible.

Advertisers will buy the guaranteed inventory through their GDN rep, though it’s not clear how this inventory fits in with the DoubleClick Ad Exchange. The spokesperson admits the initiative is aimed to please agencies and brands, and said the beta testing went well — then again who says, “The beta testing was awful, man — frickin’ awful”?

So who are the publishers in your neighborhood, Google? Some familiar Google pub partners include Seeking Alpha, Food Network.com, AskMen.com, Epicurious and Wired. The quality of pubs in the GDN has been questioned, so setting aside the classy inventory would seem a smart move to lure in the big ad dollars to its fledgling display program. In comScore’s latest data, Google served 35 billion impressions in the third quarter of 2010, compared to leader Facebook with 300 billion and runner-up Yahoo with 141 billion.

For what seems like forever, Google has been talking about its dreams of display uniting the entire advertising ecosystem — both online and off — with Big G grinning at the top. Google attributed a 27% jump in ad revenue year over year during the first quarter ($8.58 billion) to improvements in its display and mobile ad endeavors. Interestingly, the company reported that revenue from owned and operated sites (which includes search properties and YouTube) grew by 32% while revenue from partner sites chugged away at 19%.





Gavin Dunaway is Editor, U.S. at AdMonsters, a leading trade publication, event producer and service provider for the online advertising industry. Previously, he had been Senior Editor of Adotas, where he arrived after years of ping-ponging around various industry publications. This Washington, D.C. native and George Mason University graduate also enjoys playing electric guitar so loud that the walls shake.

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