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Kings of searchDespite Google’s steady expansion into radio, print, and video in order to attract brand ad budgets, Google isn’t bringing in the big marketers and their agencies, at least in part because it insists on trafficking and reporting all the ads itself.
“We can’t use their networks if they don’t allow third-party serving,” AKQA’s Andrew O’Dell told ClickZ (via MarketingVox). “It’s not worth trying to maintain a separate universe. We’re not going to do a buy that’s got 95 percent of our inventory running on an ad server and the other 5 percent sitting there as an outlier.”
Google won’t allow third-party management firms such as DoubleClick and Atlas to deliver its ads. These platforms and others like them have helped consolidate serving and reporting for display campaigns that can run on hundreds of individual sites.
Google responded to ClickZ with a statement, saying “to manage this experience effectively, Google serves all ads that run on Google.com and the Google content and search advertising networks. We allow for third-party click-tracking, but not serving at this time.”
Google’s brand advertising success will likely hinge around what those last three words imply.
Marketers have unleashed their holiday promotions earlier than ever this year, with many hitting the stores well before Thanksgiving. But Sirius XM isn’t launching most of its 24-hour holiday music channels until turkey day or later.
The newly merged company…
PC Magazine will stop publishing a print edition with its January issue. The magazine will shift operations entirely online.
The magazine will be sent via email with a link to the current edition. It will continue to look like the…
Walgreens has returned to 1 Times Square with its new 16,200-square-foot flagship store; the store flaunts signs, made up of 12 million LEDs, on its three sides.
The signs, running above and below the famous news “zipper,” will include diagonal…
Following an inability to agree with studios on payment for shows distributed online, the Screen Actors Guild has decided to pursue strike authorization from its members in a move the Alliance of Motion Pictures and Television Producers calls “bizarre.”
Should…
Brick-and-mortar retailers will be marking down prices on many items this holiday season to attract reluctant shoppers, but their holiday “price war†is a mere skirmish compared with that being waged online, writes the International Herald Tribune (via Retailer Daily).
The price-cutting…
Through the first half of the year, automakers have slimmed their ad spending by 10% to $6.1 billion, according to Nielsen Monitor Plus.
General Motors slipped 6% to $1.2 billion, while Ford Motor cut ad spend by 22% to $954…
