2. What Google do?
•
Google Sells ad space
1.
•
On its own search results pages
Google Sells ad space
1.
On its own search results pages
2.
On third party publishers’ websites – through its ad network
3.
Ad networks are intermediaries that “pool” ad space made available for sale by publishers and sell
this space to advertisers
4.
Google’s ad network (mainly) offers intermediation services for two kinds of ad
•
•
search advertising
contextual advertising

3. •
DoubleClick does not sell ad space
•
DoubleClick sells ad serving technology for display advertising to advertisers and
publishers
•
Once ad space has been sold by a publisher, display ad serving technology is used to
deliver a display ad from the advertiser to the ad space
•
Display ad serving technology also plays various other supporting roles

4. Google AdWords service
•
Google AdWords has evolved into Google's main advertising product and main source of
revenue. Google's total advertising revenues were USD $42.5 billion in 2012. AdWords
offers pay-per-click, that is, cost-per-click (CPC) advertising, cost-per-thousandimpressions or cost-per-mille (CPM) advertising, and site-targeted advertising for text,
banner, and rich-media ads. The AdWords program includes local, national, and
international distribution. Google's text advertisements are short, consisting of one
headline of 25 characters and two additional text lines of 35 characters each. Image ads
can be one of several different Interactive Advertising Bureau (IAB) standard sizes.
•
Sales and support for Google's AdWords division in the United States is based
in Mountain View, California, with major secondary offices in Ann Arbor, Michigan, the
company's second largest office is located in New York. The third-largest US facility is in
Mountain View, California, headquarters. Engineering for Google AdWords is based in
Mountain View, California.

5. Google AdSense service
•
Google AdSense is a program run by Google that allows publishers in the Google
Network of content sites to serve automatic text, image, video, or interactive media
advertisements that are targeted to site content and audience. These advertisements are
administered, sorted, and maintained by Google, and they can generate revenue on
either a per-click or per-impression basis. Google beta-tested a cost-per-action service,
but discontinued it in October 2008 in favor of a DoubleClick offering (also owned by
Google). In Q1 2011, Google earned US $2.43 billion ($9.71 billion annualized), or 28%
of total revenue, through Google AdSense.

6. Google Ad choice service
•
Those “Ads by Google” and “i” labels on AdSense ads will soon be replaced by an
“Ad Choices” triangle icon and label, as Google moves to comply with an industry
initiative from the Self-Regulatory Program for Online Behavioral Advertising. It will
be the single largest roll-out of the “Ad Choices” label to date, giving significant
momentum to the effort.
•
The program, aimed at regulating the industry before the government steps in, is
backed by the American Association of Advertising Agencies (the Four As), the
Association of National Advertisers (ANA), the American Advertising Federation
(AAF), the Direct Marketing Association (DMA), the Interactive Advertising Bureau
(IAB), the Better Business Bureau (BBB) and the Network Advertising Initiative (NAI).

7. •
Google says that its testing of this label has showed no impact on advertising
performance.
•
Display ads, which previously had the “i” label, will display the triangle “i” icon. Text
ads, which previously said “Ads By Google,” will now say “Ad Choices.” When
consumers click on the “i” triangle icon on display ads, it will expand out to say “Ad
Choices.” When they click on either Ad Choices label, they’ll be taken to a page
where they can learn more about online advertising. The page will also link users to
Google’s advertising preferences page, where they can see the ad categories
associated with their cookie. They can also remove categories, opt-in to more, or opt
out of behavioral tracking altogether.

8. •
The changes will begin being rolled out to English language ads in most formats.
Over time, the company will work to make sure that all ads on its English language
Display Network carry the new “Ad Choices” label. Ads in other countries and in other
languages will continue to display “i” or “Ads by Google.”
•
Some exceptions apply, however. Some of Google’s largest AdSense publishers
render their own ads using JavaScript or an XML feed — they don’t use the standard
I Frame provided by Google. When they do this, they may use a different label,
though they are required to label the ads.

9. Google Ad planner service
• Google Ad Planner
Is an online advertising tool developed by Google Inc. allowing to evaluate the quantity and quality of the traffic of the most
popular websites to create media plans using in particular Google AdWords.
• Which placements attract your target customers?
Refine your online advertising with Google Display Network Ad Planner, a free media planning tool that can help you:
• Identify placements your target customers are likely to visit
Define audiences by demographics and interests.
Search for placements relevant to your target audience.
Access statistics for millions of placements.
• Easily build media plans for yourself or your clients
Create lists of placements where you'd like to advertise.
Generate aggregated placement statistics for your media plan.

10. The End