Opening our content network to third parties

Posted by Rajas Moonka, Senior Business Product Manager

Today, we're announcing that Google is 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.

We had not accepted third-party tags in the past because we didn't have a process for reviewing ads to make sure that they comply with our format standards and policies, which were established to ensure that ads we serve provide the best possible user experience. Now that's in place.

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

We will be certifying more third-party partners in the future.

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.

Update: Check out our three-part video series to see how it all works.

Update 2: Review our list of certified third parties.