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Google Inc. plans to announce a new service that Web publishers can use to manage their online ad sales and serve up ads each time a consumer pulls up a Web page.
The offering is an early sign of Google's plans to broaden its ad offerings following the completion of its $3.1 billion DoubleClick Inc. acquisition this week.
The new Ad Manager service, which a limited number of Web sites are testing, will provide the ad serving free, where companies such as DoubleClick have traditionally charged Web publishers to serve up their ads. Even when they sell their own ads, publishers usually rely on such ad-serving companies to actually insert the ads in a Web page when a consumer pulls it up.
Google to Unveil Ad Manager Service [online.wsj.com]
We would be able to mix and match affiliate ads, adsense and direct advertising instead of only having one type continually displaying. This could help reduce ad blindness and improve ge-targetting so affiliate offers don't get displayed to people that don't qualify for them.
DoubleClick resellers added little to no value in the online advertising value chain.
This move will provide a lot of benefits to the medium to small publishers, and will also create more dependencies on the Big G's services - so a win-win strategic move.