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AdSense partners with DoubleClick

Anyone know the details of this arrangement?

     
2:01 pm on Feb 13, 2004 (gmt 0)

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Here is a link to a newspaper article [centredaily.com] that shows three Adsense ads from Google on the right side. But the ads are fed to the newspaper by DoubleClick. They are definitely Google ads (look at the script called up by the DoubleClick URL), but they are only identified as "Sponsored Links" instead of "Ads by Google."

Question: Can anyone point me to information about the deal that Google has cut with DoubleClick?

3:13 pm on Feb 13, 2004 (gmt 0)

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Hi Scarecrow,

Welcome to Webmaster World.

Can't give you any specifics about G's deal with DoubleClick but this is not at all unusual.

Google offers a Premium AdSense service meant for sites with at least 20 million page views per month and has cut deals with other ad distributors. These premium services offer much more in the way of customization and flexibility than available to normal AdSense publishers.

More info at the Google Premium Services [google.com] page.

Jim

3:18 pm on Feb 13, 2004 (gmt 0)

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Google has done similar deals with ad networks like FastClick and Tribal Fusion (Early last summer, before AdSense was launched, Tribal Fusion was serving Google AdWords banners on my site.)

Not all newspapers qualify for Google's CPM-based, 20,000,000+-impression-a-month premium program, so they might be attracted to CPM-based ads from a network instead of taking risks with CPC ads.

(FWIW, I think CPC is a better bet for niche sites that can deliver targeted traffic.)

5:40 pm on Feb 13, 2004 (gmt 0)

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Just keep in mind that if you're running dynamic pages, working with Google directly is the way to go. Otherwise G often is slow in reading the page via the third party, at least via Doubleclick. Your milage may vary.
5:46 am on Feb 15, 2004 (gmt 0)

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You'll probably make more cash via Google too. Cut out the middle man (DoubleClick / Tribal Fusion / Fast click).
11:35 pm on Feb 15, 2004 (gmt 0)

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If I remember correctly Fastclick ran a CPM deal on Google ads, and before AdSense was out it was by far the best paying ad from Fastclick on my (dynamic) pages.

However. Doing AdSense directly paid very much more, and still does, even if I have seen better days.

11:50 pm on Feb 15, 2004 (gmt 0)

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The only case where I see CPM making more is when you have lots of page views per unique vistor (forum for example). My site averages 2 pages per visitor, so I'm serving a lot of unique IPs, thus get a nice CTR.
4:05 am on Feb 16, 2004 (gmt 0)

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Google offers a Premium AdSense service meant for sites with at least 20 million page views per month and has cut deals with other ad distributors.

Well I guess we are stuck with them then. Google has to make their bucks but they sure hurt the small, good quality adword/shops that my viewers would be interested in.

I suppose the web is going to go the way of non-cyber shopping, no place for the small business, just big biz wins.

PS interesting the article against online drugs has online drug ads. Most amusing.

4:17 am on Feb 16, 2004 (gmt 0)

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Well I guess we are stuck with them then. Google has to make their bucks but they sure hurt the small, good quality adword/shops that my viewers would be interested in.

How's that? It's quite possible that many smaller niche sites earn higher effective CPMs than the CPMs paid to general-interest "premium partners."

5:15 am on Feb 16, 2004 (gmt 0)

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Well I seem to get quilt a few but the small site's adwords shown for my topics may not pay much either. I've been trying to block them but must be doing it wrong or it takes a while as the blocks aren't through at least yet.