Google has launched a free ad serving platform aimed at mid-sized online publishers. The platform is currently in a limited beta – for more details check out this post on SEL or go directly to the Google Ad Manager homepgae. This is a very interesting product release from the big G. I am guessing the team at OpenAds will be watching this very closely…
Here’s a prediction: all ad serving technology becomes free by the end of 2008 (even from the likes of GoogleClick, Microsoft APS, 24/7, AdTech etc). So, then how do these companies make money? They will make it via value-added services and ad networks. Looks like this space is following Chris Anderson’s thesis of why free is the future.
Follow-up: a great post on this over on BuzzMachine – which completely agree with in terms of how Google Ad Manager really could be a game changer.
4 responses so far ↓
Riaz Kanani // 13 March 2008 at 9:13 am |
so what are the value added services you see being charged for?
simonbaptist // 13 March 2008 at 9:40 am |
Reminds me of early 98 when working for LineOne, I went to some Internet conference at Earl’s Court and found out about Freeserve.
A game changing move.
A Fuller View on the Google Ad Manager « AdViking // 13 March 2008 at 10:38 pm |
[...] announces what’s a potential game changer with the release of Ad Manager. Sister site, A Fuller View has more details including a bold prediction about what the future holds for ad serving in [...]
dylanfuller // 14 March 2008 at 6:43 pm |
To answer Raiz’s question here is a very quick summary:
1. Free ad serving will be cheap and cheerful, so first you charge for premium services (ie – SLAs, 24×7support, larger volumes).
2. Up-sell services like trafficking, billing, customer support and consulting.
3. Then sell value-ad modules such as sales work flow tools (or maybe SalesForce does this already?), online sign-ups, optimization, behavour targeting and rich media support.
4. The real winner is getting access to more inventory into the GoogleClick network. Here’s an email I can see being sent to a publisher using the GOOG Ad Manager – “Dear Pub – Did you know we could help you make $10,000 extra per month? Here’s how… Join our network or give us access to some of it.” Peace & Love, Google.