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.
That would help out the most!
W
JAG
I wonder how many po'd AdSense publishers there will be if/when Google does do this?
I'm an AdSense publisher, and the idea makes sense to me. (In fact, I've been a frequent advocate of site-targeted contextual ads.)
Site-targeted contextual ads have the potential to enlarge the "content network" advertiser pool by attracting mainstream advertisers (who are used to having control over where their ads appear) and advertisers who are interested in leads rather than e-commerce transactions.
Time to polish our on-site advertising pages, about time for Google to start sending us some quality direct advertisers ;-)
BTW, I turned off the feature for adwords clients to target my site via CPM becaue the ads looked horrible. I'd be willing to turn site targeting back on if it was text only.
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.”
Yep, the brand advertisers care, and so does anyone else trying to turn a profit on the content network. I think there'll be plenty of demand.
Fair is fair.
I just wonder if this modification will create a "bandwagon effect", where many advertisers seek out the biggest (most recognized) websites. Meaning, how many advertisers will only target 2 or 3 sites, never placing their ads on the broader contextual ad network?
Will this leave the broader contextual network full of "low-level" ads?
I just wonder if this modification will create a "bandwagon effect", where many advertisers seek out the biggest (most recognized) websites. Meaning, how many advertisers will only target 2 or 3 sites, never placing their ads on the broader contextual ad network?
Some will, some won't. The smart advertisers will realize that, say, a pay-per-click camera ad on big-newspaper.com and general-interest-portal.com won't reach as motivated an audience as the same ad on a respected camera-review or amateur-photography site.
Will this leave the broader contextual network full of "low-level" ads?
Some publishers will benefit, while others will be hurt. But it's hard to argue with the reality that being able to select keyword targeting and audience is better for advertisers than the current lowest-common-denominator, buyer-take-potluck, diamonds-packaged-with-manure approach.
