Google Tests Free Ad-Management Platform For Pubs

Fresh on the heels of the DoubleClick acquisition closing, Google announced the beta launch of Google Ad Manager, a free ad-serving and management platform for publishers. It's geared toward small and mid-sized publishers that don't need a complex solution like DoubleClick's DART, but want more control over their inventory sales process.

The hosted ad-management suite helps publishers to sell, deliver and track premium and network-based inventory, in addition to providing reports like inventory forecasts. The forecasts, which let sales teams know how many impressions are and will be available, will be effective only after a publisher has used the platform long enough for it to have collected data on average site traffic and impressions.

"By providing detailed inventory forecasts and tracking at a very granular level, Ad Manager helps publishers maximize their inventory sell-through rates," said Rohit Dhawan, a senior product manager, in a statement on the Official Google Blog.

The giant has been testing Ad Manager with a small group of publishers already, including sites like Washingtonian.com and Myyearbook.com. According to Vadim Telyatnikov, director of ad operations at Myyearbook.com, the platform's ability to integrate with Google's AdSense program was a major value proposition--particularly when it came to monetizing remnant inventory.

"There have been numerous days where we made more money because Ad Manager was able to auto adjust and send AdSense more inventory," Telyatnikov said, in a testimonial.

Publishers can find out more about the invitation-only beta (and request to be considered for it) at Google's new Ad Manager site, www.google.com/admanager. And Google said that existing DoubleClick publishers were not affected by the announcement.

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