Google opens AdSense to third party tracking
- Added:
- May 20, 2008
Google is now allowing its US advertisers to track their ads on its content network using third-party advertising tags.
The new feature is available within Google's AdSense content network and is only for advertisers based in North America, according to a company blog post by senior business product manager Rajas Moonka.
The blog did not state when the service will roll out to other countries.
Until now, the only way advertisers could track their ads was through Google's AdWords reports, because Google didn't have a process for reviewing ads to make sure they complied with its format standards and policies.
The new scheme lets advertisers work with approved third parties to serve and track display ads, including rich-media ads, across the Google content network through AdWords.
Google is also introducing a new certification scheme so that ad servers, rich-media ad agencies and research firms can ensure their ads comply with Google's standards.
The blog states that advertisers and agencies can serve and track their ads through these certified third parties: advertiser ad servers DoubleClick and Mediaplex; rich-media agencies DoubleClick Rich Media, Eyeblaster, EyeWonder, Interpolls, PointRoll and Unicast; and research firms Dynamic Logic, IAG Research, InsightExpress and Factor TG. More will be added in the future.
"Advertisers and agencies will now be able to manage their Google content network campaigns with the same systems they use for other online campaigns, which is helpful for determining the effectiveness of their online advertising mix," Moonka said in the blog post.
"Further, this new service gives advertisers and agencies more opportunities to increase their return on investment and reach new audiences in informed and creative ways. The response from those testing early versions of the program have been positive."
Moonka said the program offers Web site publishers a way to expand their advertiser base to increase revenue.