By-passing Adsense

[nomis5]

I have been approached by one of the largest (as far as I know) Adsense advertisers in recent months asking if we can do business directly and cut out the middle man - Adsense.

I asked them the direct question about what Adsense would think about this because the advertiser is all over my site and has been for several months. The response was that Google would expect them to approach current publishers directly.

Any thoughts about this? It appears dodgy to me with regard to what the Adsense people would think not only of me but the advertiser. Taken to its extreme, if every advertiser did this and every publisher agreed then there would be no Adsense. Or am I not seeing the situation correctly? In essence, is it against the Adsense TOS?

[tim222]

The TOS has an ambiguous clause that might cover it:

"3. Communications Solely With Google. You agree to direct to Google, and not to any advertiser, any communication regarding any Ad(s) or Link(s) displayed in connection with Your Property(ies). "

[google.com...]

It seems to me this means if someone complains about an AdWords ad that appears on your website, you are supposed to forward the complaint to Google and not to the advertiser.

However it could also be loosely interpreted to cover an advertiser who contacts you about advertisements.

[SevenCubed]

Sounds like a similar situation in reverse where Google is violating the terms of ethics brought up in this posting:

I just learned that Google is sending direct emails to the Client accounts under our MCC. They are blatantly offering $100 vouchers to give clients incentive to move to Yellowbook for PPC management. [webmasterworld.com...]

I cannot advise you. But if it were me, I'd have no problem dealing directly with the advertiser.

[Atomic]

If you cut out the mentions of AdSense it sounds like an advertiser is asking to advertise on your site. How could that be wrong?

[nomis5]

I didn't really expect that response.

I rather likened it to working for a company via an agency. If I then go to work for that company direct the agency will not be happy - I know that for sure because I tried it!

The other point is that if I can do business with this advertiser is it OK for me to then approach all the other Adsense advertisers on my site and try to work directly with them? Because if it is I will.

[Atomic]

So, if you don't start the conversation by saying, "Hey, I noticed you have Adsense ads in my site, would you like to advertise directly?"

And say instead, "Would you be interested in advertising on my site?"

1. How would Google know?

2. What about Interest Based Ads? Any advertisers could be on your site without you knowing it. If going directly to advertisers isn't allowed if they have ads on your site, you couldn't approach ANYONE because you'd have to assume anyone could be advertising on your site.

3. What could be wrong with that?

It doesn't make sense that if a site displays an ad from company A, then site and company A can never do business with each other directly. It sounds downright anti-competitive to say you can't approach advertisers.

[martinibuster]

Do not approach the advertisers. I believe that could be cause to be banned.

3. Communications Solely With Google.
You agree to direct to Google, and not to any advertiser, any communication regarding any Ad(s) or Link(s) displayed in connection with Your Property(ies).

I agree that the above is broadly phrased. It can be understood that you should not initiate contact with an advertiser about their ad.

But that does not mean that the advertiser cannot contact you directly. I would be cautious to not discuss AdSense with that advertiser. If you have, then to be on the safe side, if it were me, I would end discussions right there. It would be difficult to expect to get back into the program with emails showing that you are discussing the AdSense ads with an advertiser.

If someone contacts you for advertising, that's a business proposition between you and the advertiser. Nothing wrong with that. Once they broach the topic of Google, it muddies the water, in my opinion.

[Swanny007]

IMHO if they approached you, it's fair game.

[Atomic]

I agree with Martinbuster. I wouldn't approach an advertiser either, even though, as I said, any company could be advertising on your site without your knowing it. Just how does that work exactly? Does it tie your hands and you can't contact ANY advertiser because they may appear on your site as an IBA?

[nomis5]

Only one question was put to the advertisers and no email trail, so I'll see what happens and maybe give it a go. Thanks for the advice, and thinking it through for myself as well I understand the points of view being expressed.

I'l keep the post updated if anything goes forward. Thanks again for the advice.