May 27, 2008, 12:00 AM

Google enables advertisers to use third parties to track ads

Google is enabling third parties to tag display and rich media ads in its Google content network through AdWords to track the placement and efficacy of advertisements.

Katie Evans

Managing Editor, International Research

Google has announced it is enabling third parties to tag display and rich media ads in its Google content network through AdWords to track the placement and efficacy of advertisements.

“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,” says Rajas Moonka, senior business product manager, in a recent Google blog post. “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.”

Ad servers, rich media ad agencies and research firms can become certified by Google to add their tags to ads. Advertisers and agencies can serve ads and measure performance through these firms. The first firms to be certified include: ad servers DoubleClick and Mediaplex; rich media agencies DoubleClick Rich Media, Eyeblaster, EyeWonder, Interpolls, PointRoll and Unicast; and research firms Dynamic Logic, IAG Research, InsightExpress and Factor TG.

“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,” Moonka says. “And they’ll be able to show more compelling display ads to their visitors, enhancing their web experience.”

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