Google Intros New Publishing Tool

Google is drilling one level deeper into the world of online publishing by bringing out a new option for its AdSense program.

The AdSense program, originally introduced in March, allowed online publishers to access Google keyword technology and advertisers by serving ads targeted to the specific content of their individual ad pages. It attracted publishers as big as ABCNews.com, Lycos and Reed Business. Now with a new AdSense self-service option, smaller publishers can bring relevant text ads to their pages for a cut of Google's ad serving revenue.

"We believe this could change the economics of content creation and publishing on the Internet," said Susan Wojcicki, director of product management at Google. "With this solution content publishers can focus on content and not on monetization."

Wokcicki stressed that the AdSense solution will work for users, publishers and advertisers. Advertisers especially, she said, will benefit from the expanded network of publishing sites. Google currently has more than 100,000 active advertisers.

Here's how the new AdSense works. To apply online for the program, website publishers go to www.google.com/adsense. Google's editorial team reviews each application to ensure that the site meets editorial guidelines. To activate the service, the publisher logs into their account and cuts and pastes a small piece of HTML into their web pages or ad server. Once the program is up and running, publishers can monitor ad performance through detailed online reports. The program is currently available for English language websites worldwide.

According to Wojcicki, the AdSense program has developed quickly since its March introduction. "Overall is has been very positively received," she said. "Like any new product I think publishers wanted to experiment with it at first, but it has resulted in a lot of more expansive relationships for us."

Google has no current plans for a new third version of AdSense. However, Wojcicki hinted that the company is seeing a lot of demand from publishers for flexibility within the ad formats.

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