Google Content Network Is Now Open For Third-Party

Google today announced that they are accepting third-party advertising tags on the Google content network in North America. This will empower advertisers to work with approved third parties to serve and track display ads, including rich media ads, across the Google content network through AdWords, giving them more options, flexibility and control over their campaigns. Currently it supports third-party ads in English only and will be expanded to other languages soon.

Ad servers, rich media ad agencies and research firms can now go through a certification process that ensures the highest level of advertiser service and user experience. In fact, advertisers and agencies now have the ability to serve ads and measure performance through these certified third parties:

• Advertiser ad servers: DoubleClick (DFA), Mediaplex
• Rich media agencies: DoubleClick Rich Media, Eyeblaster, EyeWonder, Interpolls, PointRoll, Unicast
• Research firms: Dynamic Logic, IAG Research, InsightExpress, Factor TG

To allow third-party ads on your site:

1. Opt into image ads - Currently, third-party ads are only available in image or Flash, so they won't appear in text-only ad units.
2. Enable advertisers to target your AdSense channels - Most advertisers who use third-party ads are brand-conscious. They prefer to specify websites where their ads will appear in order to optimize the targeting and effectiveness of their campaigns.
3. Opt into placement targeting - Placement targeting will allow advertisers to target their ads specifically to your site.

Following these steps will enable your site to accept third-party ads. However, we can't guarantee where or when third-party ads will appear on your site.

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. 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.

For publishers on the network, this program offers a way to expand their advertiser base and enable advertisers to better understand the value of their inventory, with the goal of increasing their overall revenue. And they'll be able to show more compelling display ads to their visitors, enhancing their web experience.

To learn more about third-party ads, check out these FAQs.