Google AdSense has now made a significant enhancement by allowing publishers to show ads from other Ad Networks who have been certified by Google.
These ads currently are only for image ads and appear to be only for CPM based ads (We are yet to verify this). Adsense does give the publishers the ability to block ads from one or more adnetworks.
Some of the certified adnetworks are ValueClick, Chitika, DSNR, OpenX, etc. The full list of the certified AdNetworks is provided at the end of this blog, but the interesting point is to think why Google would allow other adnetworks to leverage its platform.
One might wonder why Google would allow a part of its inventory to be eaten up by other competing ad networks. We could think of some of the possible reasons which are provided below:
1. Google now gets control over which ad is served on which website, which falls into google’s history of ‘do no evil but collect every possible data everywhere’.
2. Google can facilitate better targeted ads in those areas in which it does not have a niche, where one of the other adnetworks might have an advantage.
In any case, it is a very interesting feature and has to be observed closely in the months to come.
We will try it our ourselves and update here on how the experience is.
Full List of Google AdSense Certified AdNetworks:
Adconion Media Group
CPM Advisors, Inc
Efficient Frontier, Inc.
Media Innovation Group
Pennyweb, Inc. (DBA Ybrant Digital)
People Media, Inc
Pinnacle Dream Media
Radius Marketing Inc.
Red Aril, Inc.
Redux Media Inc.
Rocket Fuel Inc.
Semantic Sugar, Inc.
Sooth Software Corporation (dba AdBuyer.com)
The Exchange Lab
ValueClick International Ltd
Xtend Global Media LTD