Google opening up AdSense to third parties

by Andrew McCormick Media Week 19-May-08, 13:40

LONDON - Google is to open up content network AdSense to third party ad servers for the first time.

The move will give ad servers access to Google AdSense inventory, whereas previously agencies and advertisers would have to sign up separately to AdSense and provide bespoke creatives for the service, should they want to run campaigns.

Google AdSense offers online publishers relevant advertising to the content on their websites. By opening up to third party ad networks, Google has created an additional revenue stream, as well as giving networks access to its widespread content network.

The changes will be first implemented in the US before Europe, where the UK will be the first market for the changes to go live. In the US, Google has agreed deals with ad servers including Eyeblaster, Dynamic Logic, Mediaplex and Google-owned DoubleClick’s Dart for Advertisers.

Tim Evans, product manager at Google, said that the move was related to “a big request from agencies and advertisers”.

“They’ve been frustrated as they previously had to set up campaigns separately to their ad server deals,” he said. “It took a lot of extra work to put campaigns on the Google content network.”

Evans said that users will be delivered better content and that Google is working towards a UK launch this year.