NY Times: Google Content Will Report Publishers, Allow Separate Bidding

The New York Times reported today that Google will soon allow advertisers separate bidding for individual publishing partner sites.

Citing Kim Malone, director of online sales and operations for Google AdSense, NYT stated "in the next few months, Google's advertiser reports will begin listing the sites where each ad runs, Ms. Malone said. She added that advertisers on the Google networks would soon be able to bid on contextual ads on particular Web sites rather than simply buying keywords that appeared across Google's entire network."

This change in the information Google will provide their advertisers should have a huge impact on which sites many advertisers elect to bid on.

The NYT article was outlining the transparency of small engine Quigo.com that already offers this feature. Many of the smaller engines have offered this feature for some time, but Google had never opened up to allow insights into individual publishing partners; the content program was in or out - no options.

This new change will be interesting to watch. If some of their publishers are eventually dropped due to lack of advertiser interest where they end up could be future problems for other engines.

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.