Language Selection

English French German Italian Portuguese Spanish

Google readies banner offerings

Filed under
Web

Beginning Monday, the search giant will start allowing advertisers to display ads that contain animated images on third-party partner sites--a first for Google and a departure from company co-founders' early stance against such Web advertising. (Google itself still shows only text ads on its site.)

Google will also allow advertisers to designate on which third-party Web sites their ads will appear, whether it's large partner sites like The New York Times or smaller pages.

The move is another first for Google and could resolve a long-standing complaint among advertisers who want more control of how and where they target promotions. Previously Google advertisers could bid only on keywords to appear in text ads on any of hundreds of related sites in its network.

Finally, to take advantage of the program, advertisers must bid for placement on a cost per impression (CPM) basis, as opposed to Google's stock in trade cost-per-click (CPC) search ads.

CPMs are modeled more closely to brand advertising like TV commercials in which marketers pay based on the number of people who see the ad. In contrast, marketers pay only for CPC ads when people click.

"We think highly targeted (display) advertising will work," said Patrick Keane, head of ad sales strategy at Google.

With the move, Google is helping stoke a revival of the online ad network that enjoyed popularity in the late 1990s. At the time, early industry leaders like DoubleClick, 24/7 Media and Engage controlled the ad sales of tens of thousands of publishers' sites, targeting display ads like banners based on specialty categories such as cooking and sports.

They also began to target ads to Web surfers' behavior across swathes of pages before the bubble burst. Many of their fortunes faded with the dot-com bust, roughly when cost-efficient search marketing that Google's now famous for began to take hold.

Today, ad networks such as Fastclick and Advertising.com have regained some power of the early networks without the status. Consequently, Google could be a weighty competitive force.

"It's the return of the ad network," said Kevin Lee, president of search engine marketing firm Did-It. "It's a big deal because it puts Google squarely in competition with the graphical banner networks.

"Clearly, this is an attempt to get at brand advertisers."

Google's chief rival, Yahoo, recently said it is gaining steam in the brand advertising business with rich media, video and other forms of display advertising in high demand.

Full Story.

More in Tux Machines

Linux Devices

Open Source Software A Core Competency For Effective Tech M&A

Imagine your company just acquired its competitor for $100 million. Now imagine the company’s most important asset – its proprietary software – is subject to third-party license conditions that require the proprietary software to be distributed free of charge or in source code form. Or, imagine these license conditions are discovered late in the diligence process, and the cost to replace the offending third-party software will costs tens of thousands of dollars and take months to remediate. Both scenarios exemplify the acute, distinct and often overlooked risks inherent to the commercial use of open source software. An effective tech M&A attorney must appreciate these risks and be prepared to take the steps necessary to mitigate or eliminate them. Over the past decade, open source software has become a mainstay in the technology community. Since its beginnings, open source software has always been viewed as a way to save money and jumpstart development projects, but it is increasingly being looked to for its quality solutions and operational advantages. Today, only a fraction of technology companies do not use open source software in any way. For most of the rest, it is mission critical. Read more

AMD Graphics

SUSE Leftovers

  • Git, Kernels, LightDM, More update in Tumbleweed
    Topping the list of updates for snapshot 20161129 was the update to Light Display Manager 1.21.1, which added an Application Programming Interface (API) version to the greeter-daemon protocol for future enhancements. Other updates in the snapshot include openVPN, which added a recommended utility for network and traffic protocols, and subpackages for systemd relevant for 32-bit users. Desktop manager xfdesktop updated to version 4.12.3 and introduced rotating wallpaper images if the images contain rotation information. The programming language vala, which aims to bring modern programming language features to GNOME developers without imposing any additional runtime requirements, updated in the 20161129 and 20161201 snapshots.
  • openSUSE Leap 42.1 upgrade to Leap 42.2
  • openSUSE Tumbleweed – Review of the Week 2016/49
    I’m sure nobody doubted it, but Tumbleweed is back on the roll! And in fact, we did the impossible and released 8 snapshots in a week. This review will cover {1201..1208}.