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Google's new banner ad program challenges publishers

ABOUT MATT MCALISTER

Matt McAlister began his technology publishing career at Macworld Online where he covered new technologies and games. He then joined the founding team of The Standard and led the online efforts in the US from launch until 2000 when he left to help launch the European edition in London. Currently, he is VP and General Manager for InfoWorld.com by day and instigator of a dotcom media revival by night. His blog is located here.

CNet reports on a new advertising service from Google: banner ads. From the FAQ on Google's Adwords site, they say the program is being offered only on content sites.

The flaw in the program is the quality of the Google audience. Yes, it is massive. But publishers will always deliver higher quality audience to a marketer because Google casts such a wide net. Google touches the audience on such a shallow level. As a response vehicle, Google is brilliant. But as a branding-based ad serving system across a network of publishers, the market dynamics have inherent conflicts.

As we've come to expect from Google, this is very smart and very aggressive. They have built a broad advertising platform that they are extending in very creative ways.

Publishers, be very afraid.

Posted May 13, 2004 03:56 AM | TrackBack (27)