Google plans to open its AdSense network to other ad networks, potentially giving the company access to display ads moving through countless other networks, according to Kate Kaye. Google released information Wednesday that it will allow networks to bid via auction to have their ads appear on AdSense partner sites, like an exchange.
Google believes the offering can help boost publisher revenue by increasing competition for ad placements, according to Kaye. She writes that certified network ads will go head-on with Google's AdWords ads. The offering becomes available to publisher sites based in North America and Europe first, followed by a possible rollout elsewhere.