SES NY: Contextual Advertising

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I also sat in the Contextual Advertising session. While I was too busy getting caught up on things to blog the session, I will say this: It is quite clear that there is a lot of dissatisfaction with contextual tools, especially with AdSense.

This came up constantly in the Q&A, like when one woman asked why Google can’t make deals with quality advertisers for quality positioning, so that advertisers get spots that make great returns, that they are willing to pay more money for.

The woman said she pays $12 a click to Industry Brains, and is advertising on sites that have AdSense. But since Industry Brains has the better converting inventory, they get the $12/click ads and 25% of her $25 million budget, and not Google, because Google can’t get the good spot.

Why can’t Google get the good spot? Now, this is my opinion, but its because they can’t guarantee anything to publishers. Now, this wouldn’t work for the majority of Google’s network, but for the Premium AdSense publishers, the ones with lots of quality traffic that some advertisers would love to target, that they have even more options, like advertiser targeting, where they can seek out the bigger advertisers, offer them prime spots, and sell them the spots through Google for the high price they are worth.

Or, at the very least, allow an advertiser to set a minimum price for a prime spot, and just show no ads unless they pay that much, and let advertisers know these options exist. If Google could do that, it could reach a wider range of advertisers, and satisfy the larger publishers and the larger advertisers.

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Nathan Weinberg writes the popular InsideGoogle blog, offering the latest news and insights about Google and search engines.

Visit the InsideGoogle blog.

SES NY: Contextual Advertising
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