Google is finally ready to open up and accept third-party advertising tags. They announced, this development will ensure that advertisers will 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.
This was not the case earlier as Google lacked a proper process to ascertain that the ads comply with their format standards and policies and were beneficial for the user. Now with that problem solved, advertisers can look forward to increasing their return on investment and reaching out to new audience in a much better way. Google has been flexible enough to allow the ad agencies to manage their content network campaigns in a way that is similar to the ones used for other online campaigns.
Ad servers, media ad agencies and research firms are required to go through a certification process that will maintain the highest level of advertiser service for them. Some of the third parties that Google has already certified are:
- 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
This will now benefit the publishers alike as they can now display more compelling ads, besides increasing their overall revenue.