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Name: Georganna Hancock
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Thursday, September 10, 2009

Ad Network Apocalypse?

What if they gave an apocalypse and no one came? Riffing on an old anti-war slogan, Advertising Age asks What Happened to the Ad-Network Apocalypse? If you're unfamiliar with what ad networks are, they're companies that partner with advertisers and publishers to buy and sell ads on sites they don't own themselves, similar to Google AdSense.

Warren Lee thinks only 15-20 of the 300-400 ad networks really matter, but the decimation predicted last year has not occurred. Some factors he cites include a growing but fragmented audience for increasing numbers of sites and the economical aspect of online advertising.

I thought this was interesting for bloggers who are always looking for ways to "monetize" their blogs (websites, web pages). That means make some moolah to help defray site costs, at least. And most bloggers start out with Google's AdSense, only to discover they aren't allowed to use any other ad system on a page that displays Google's. Until now.

A couple of weeks ago, Google notified AdSense clients that you will
soon be able to allow multiple ad networks to show on your pages, which means that advertisers from external Google-certified networks will be able to compete with AdWords advertisers for your ad space.
There are a few restrictions, and the email didn't list the "certified networks", but ads from these networks will compete with Google ads to show on sites, and the ad generating the highest revenue for publishers will be displayed, Google says. Since pictures (with audio) speak louder, here's a video on the subject:

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