Google AdSense implements Ad Management Sytem | Marketing.fm

Google recently announced they would be rolling out AdSense ad management. I had no idea this was even happening until I saw "Manage Ads" in my AdSense account. First impressions are that it is a good service that was needed for AdSense for some time. It seems indicative of many more changes to come from Google, and could foreshadow a bigger tie in with other media types and of course the DoubleClick situation.

What is Ad Management in Adsense?

In simple terms it allows you to place advertising code once and make many changes from the AdSense admin area. In the past if you wanted to make changes to the size, color, shape, or content of your AdSense ads you had to always modify the code. This actually allows you to create an advertising container and make changes in your control panel to the ad itself without touching the code.

Why is this important?

This brings up a feature that is currently present in many other advertising handling networks - customization options without affecting the code.

Webmasters like myself can easily go in and edit my themes codes and drop in a new ad placement. Many enterprise level sites have site builds that happen every few days and this allows publishers faster editing time of their ads.

I foresee this system being used as a ad clearinghouse for multiple ad networks. Similar things are currently possible using other scripts such as openads and companies like adbrite, RubiconProject, AdPeeps , and others. Some of these are ad rotation software systems and others are slightly different.

The goal is to be the single clearinghouse for all your ads regardless of the network they originate from. This means that Google will perhaps one day be that clearinghouse - acquiring all the knowledge of eCPM's, click data, and impressions from other networks. The same fears will most likely be present when this change occurs similar to what we saw when Google Analytics came out.

Conclusion
I think this is a system that was needed from Google. I have no problem running all my ads through a system that I trust will not go offline. I do however want to know what they will do with all the ad data. After all, if you know how another network is performing, then all you have to do to beat their clicks is modify the dials to that specific site.

This will hopefully evolve into a multimedia handling ad delivery system that people will get for free. The current ad handlers out there are cumbersome, expensive, and hard to implement for most users. Even openads (free) is tricky for some beginner users.

Since Google has the largest contextual ad network out there, this new ad management system will most likely become the lead javascript ad management utility on the market today.

What do you think?

// Posted by Eric in : Marketing.fm , trackback
// November 10, 2007
// http://www.marketing.fm/2007/11/10/google-adsense-implements-ad-management-sytem/