We’ll be testing and reporting on these – but they look very powerful: mechanisms for rotating creative to reduce “banner fatigue;” the ability to see data on the frequency with which individual visitors have viewed ads; and especially tracking mechanisms so that advertisers can see conversions origially driven by visitors who clicked on content network ads.
New enhancements on the Google content network
8/07/2008 05:01:00 AM
Today we’re announcing some key enhancements on the Google content network (partner sites for which we provide advertising) that will offer a better experience for users and better value for advertisers and publishers. These enhancements are the latest result of our integration with DoubleClick and our commitment to making advertising on the Google content network more efficient and accountable. When we purchased DoubleClick, we talked about how we would empower agencies, advertisers and publishers to collaborate more efficiently and effectively, and provide a better experience for our users. We are happy that we have been able to deliver on this promise already, like support for third party vendors on the Google content network.
The new enhancements that we are announcing today and that will be available in the coming months are the next step in our integration and in enabling standard industry functionality on the Google content network:
* Frequency Capping: Enables advertisers to control the number of times a user sees an ad. Users will have a better experience on Google content network sites because they will no longer see the same ad over and over again.
* Frequency Reporting: Provides insight into the number of people who have seen an ad campaign, and how many times, on average, people are seeing these ads.
* Improved Ads Quality: Brings performance improvements within the Google content network.
* View-Through Conversions: Enables advertisers to gain insights on how many users visited their sites after seeing an ad. This helps advertisers determine the best places to advertise so users will see more relevant ads.
We are enabling this functionality by implementing a DoubleClick ad-serving cookie across the Google content network. Using the DoubleClick cookie means that DoubleClick advertisers and publishers don’t have to make any changes on their websites as we continue our integration efforts and offer additional enhancements. This also means that with one click, users can opt out of a single cookie for both DoubleClick ad serving and the Google content network. (If a user has already opted out of the DoubleClick cookie, that opt-out will also automatically apply to the Google content network.)