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Banner Advertising

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Google Display Advertising

Banner Advertising

Banner advertising has never been easier with Google's Display Network and Google Adwords. These are Google's billion dollar advertising products. This is the deal. Highly targeted banner ads appear on Google Display Network (GDN) and third party websites. Then Advertisers buy ads based on keywords, with more popular keywords are more expensive per click, and the less popular terms are cheaper. However, this ad model is only applied to text ads, not banner or display ads.

But 2009 sees Google's launch of a revolutionary way of display banner advertising.
It's called the DoubleClick Ad Exchange. And $3.1 Billion worth.

The DoubleClick Ad Exchange is a real-time marketplace to buy and sell display advertising space. The Ad Exchange enables display ads and ad space to be allocated much more efficiently and easily across the web. It's just like a stock exchange, which enables stocks to be traded in an open way.

The Google Announcement:

“We've been working hard to put these principles into practice, and today we're excited to announce the new DoubleClick Ad Exchange, a step towards creating a more open display advertising ecosystem for everyone. The Ad Exchange is a real-time marketplace that helps large online publishers on one side; and ad networks and agency networks on the other, buy and sell display advertising space.

These publishers and ad networks manage and represent large volumes of ads and ad space from lots of advertisers and websites. By bringing them together in an open marketplace in which prices are set in a real-time auction, the Ad Exchange enables display ads and ad space to be allocated much more efficiently. This improves returns for advertisers and enables publishers to get the most value out of their online content.”

Who participates in the Ad Exchange?

  • The large online publishers (sellers)—websites like portals, entertainment sites and news sites
  • Ad networks and agency holding companies that operate networks (buyers)—companies that connect websites with advertisers.
  • As an individual investor, you can buy and sell shares on the stock exchange through an online broker.
  • Advertisers who use other participating ad networks can get the benefits of the Ad Exchange.


The Benefits

Sellers in the Ad Exchange:

  • Can make the most money for their ad space, every time a page on their site loads with an ad (called an “impression”). In the past, too many sellers had inventory unsold or sold for a price below its potential market value.
  • Get access to many more advertisers, while still being able to control who can advertise on their site.
  • Benefit from simplified reporting and payments—a single exchange manages it all.

Buyers in the Ad Exchange:

  • Get access to many more websites and more ad space.
  • Can use technology that allows them to bid for ad space in real time, depending on how much they value a particular ad impression.
  • Have more controls over where their ads run and don't run.

Google AdWordsTM advertisers:

  • Have easy access to the websites in the Ad Exchange, as well as all the existing websites in the Google Content Network—all through their AdWords interface.

Google AdSenseTM publishers:

  • Have their ad space available to certified ad networks in the Ad Exchange. This means more quality display advertisers competing for their ad space and higher returns. AdSense publishers get the benefit of this through their AdSense interface, without having to log into the Ad Exchange itself.

The Possibilities Are Endless

Essentially, display ads can be bought by the small-time advertiser or business on thousands of DoubleClick ad-serving websites.

This could transform the entire web.

Some possibilities:

  • It could significantly increase revenue for Google, as a highly targeted ad marketplace means people are paying more for the ads they want to serve.
  • It increases Google's competition with Yahoo, the current leader in display advertising.
  • Highly targeted ad campaigns could effectively reach everywhere. This could be a major boon to marketers.

New ideas, new technology, revolutionary results.

The Website Marketing Group are continually up to date with new web advances. Let us keep you updated.

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