google’s win win for small publishers

Posted on February 24, 2010


oh the shark, has pearly teeth dear

dum di dum da dum

so google has launched its new free ad server for small publishers. the genius of “knowing your business” never ceases to amaze me. why? google is building out its ad network more and more effectively every day through its tools. if ou use doubleclick, the chance of you using adsense grows, and if you use adsense, the google makes moolah.

it also makes it hard for other ad networks and ad servers to compete with free, so that kinda puts the cat amongst the pigeons and out of the bag. I also wouldnt be suprised if there isnt some additional info being gathered too. some user profiling and sit profiling to improve the power of the adsense algorithym. at the end of the day, if google can do a better job of matching ad to potential clicker then its a win/win/win. advertiser wins (more leads) publisher wins (better yield from adspace) and google wins (more revenue).

and they call him, mack the knife 🙂

full paid content artcile below

It’s coming up on two years since Google (NSDQ: GOOG) acquired DoubleClick for $3.1 billion, and the search giant’s latest step in building its display businesses involves the promise of greater simplicity as it aims for smaller publishers. In upgrading its display ad serving system, Google is doing away with the DoubleClick DART and Google Ad Manager brands, replacing it with DoubleClick for Publishers. That system now comes in two flavors: the main DFP, for the largest online publishers and is most closely modeled on the DART system, and DFP Small Business, a basic, no frills, free version for smaller pubs. In an interview with paidContent, Neal Mohan, Google’s VP of product management, also pointed out that openness is central to the new system, as Google hopes to attract developers’ tools to its display ad serving.

Aside from DFP’s open API, other improvements include a redesigned interface that Mohan says will be faster to use and lead to less processing errors. While the interface is simplified, DFP also promises more detailed reporting and forecasting data.

The changes come after several other recent moves on the DoubleClick side of the business, including bringing back former DoubleClick exec Barry Salzman from his recent post at ShopWiki, buying ad targeting platform Teracent, and last fall’s big move of linking AdSense and DoubleClick.

I asked Mohan how Google feels its doing managing expectations for its display business, in light of Barclays analyst Doug Anmuth recent forecast that Google’s display ad sales could reach $1 billion in revenue this year—or, roughly 4 percent of Google’s overall revenues. Mohan wouldn’t talk about specific dollar amounts, saying only, “Display is already a big business in general and for us, but we think it can be substantially larger,” he said. “We’ve put in literally thousands of hours trying to make sure display lives up to its promise.”

Clearly, as display ad revenues are expected to rise this year and reverse last year’s declines, the competition is ready. Last week, Rubicon Project upgraded its own display ad management system and has retained PE firm Allen & Co. to help it find companies to acquire and find partners that will help its expand its existing platform.