Google Adsense move to impact on display sector

Bigmouthmedia has responded to Google's decision to open up its Adsense system to third-party networks.

The agency said if the move is successful, it will change the shape of the online display advertising industry.

Under the terms of the policy change, advertising networks that have traditionally focused activity on big brand sites will now have access to Google's extensive network of blogs, forums and websites.

Opening up a potential new revenue stream for thousands of site operators worldwide, the move underlines Google's determination to extend its reach beyond text advertising and into the world of display.

Lyndsay Menzies, chief operations officer at Bigmouthmedia, said: 'This is an event that should make all intelligent publishers and advertisers think hard about their activities.

'Google is clearly determined to make a serious impact upon the display sector and if this move works, its dominance over online advertising will be extended.

'Traditional ad buyers will face a new world if Google manages to make this work.

'They'll be looking at an environment where site owners can block entire networks if they do not perform or can block specific advertisers.

'Display will be less about big deals and negotiating with decision-makers and will become much more like search marketing in terms of its scientific and performance-led nature.

Welcoming Google's insistence that only networks that meet its privacy, speed and quality guidelines will be included in the expanded Adsense, Bigmouthmedia believes that the move will require significant changes to the thought process behind a display campaign.

Micromanagement will become more important as individual publishers are given the opportunity to opt out of entire ad networks or ban ads from certain sites.

The agency also notes that the move will be seen as bad news not only for the third-party networks that Google will not qualify, but also for any third-party bid management platform that fails to integrate with the extended system.

Andrew Girdwood, head of search at Bigmouthmedia, added: 'This is a very interesting move that will work if the thousands of Adsense publishers out there support the move.

'If there's enough demand from the Adsense publisher community then ad networks will certainly not want to pass on the opportunity.

'If Google gets enough extra volume of image ads through this then, as a publisher, why wouldn't you simply install the Adsense code and let everyone engage in a bidding war to display on your site? 'There will be no need to pay third parties to strike deals with you, and that will mean a significant increase in revenues for existing advertising platforms.

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