Google To Share URLs At The Start Of AdWords Advertiser's Ads

Feb 27, 2007 | 2,186 views | by Navneet Kaushal
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Recently the New York Times published an article on Quigo. Quigo is a contextual advertising company that targets premium sized publishers. The story had comments from yahoo! and Google. One comment by Google's Kim Malone, director of online sales and operations for Google AdSense, caught many eyes. According to Kim, Google will start listing all publisher websites where AdWords advertiser's ads are being run.

In response to further questions about Quigo, though, Google said it was prepared to make changes to its AdSense service that mimicked Quigo’s approach, an unusual step for a company accustomed to mapping the terrain in every aspect of its business.

In the next few months, Google’s advertiser reports will begin listing the sites where each ad runs, Ms. Malone said. She added that advertisers on the Google networks would soon be able to bid on contextual ads on particular Web sites rather than simply buying keywords that appeared across Google’s entire network.

Still, Ms. Malone said she did not see much of consequence coming from the changes. “We don’t expect a lot of demand for that placement targeting,” she said. “It’s the brand, the display advertisers who care where they run.”

Jennifer Slegg from Jensense has written a post discussing the comment by Kim. Jensense points out that from the advertiser perspective it implies, “opting into the content network while having the transparency of knowing where your ads of being displayed just got easier. You will now be able to easily filter any URLs you don't want your ads showing up on (such as for competitive or quality reasons) without having to opt-out of the entire network.”

From a publisher perspective it implies that, “if you have good quality sites in the content network, you have nothing to worry about and a lot to gain. If you have sites that are less-than-stellar, the kinds of sites that advertisers wouldn't be so happy that their ads are appearing on, you might want to worry, or improve the quality of those sites.”

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Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
4.thumbnail Google To Share URLs At The Start Of AdWords Advertisers Ads
4.thumbnail Google To Share URLs At The Start Of AdWords Advertisers Ads