News

POV: Google Launches AdSense Auto Ads

Background:

This week, Google announced the launch of AdSense Auto, a new and easy-to-use program backed by machine learning that optimises ad placements for publishers.

Details and Implications:

Google’s new update to the AdSense platform creates a new ad format for publishers optimising ad placements that they may have otherwise missed. Auto ads analyses pages using Google ads, finding undiscovered placements most likely to perform well in addition to offering the best user experiences based on a publisher’s content and their audiences.

According to Google, its newest offering will include the following for publishers and brands:

  • Optimisation: Using machine learning, Auto ads show only when they are likely to perform well and provide a good user experience.
  • Revenue opportunities: Auto ads will identify any available ad space and place new ads there, potentially increasing publisher revenue
  • Easy to use: With Auto ads publishers are only required to place the ad code on a page once. When a publisher is ready to use the new features and ad formats, it simply turns them on and off with the flick of a switch — there’s no need to change the code again.

Using artificial intelligence (AI), by placing a piece of code on ad-hosted pages, Auto ads help make insightful ad placement and budget decisions for publishers. In addition, Auto ads will work in sync with manually placed ads as well as Anchor, Vignette and various other ad formats.

Google reports that publishers that used the beta ‘saw an average revenue lift of 10 percent, with revenue increases ranging from five to 15 percent.’

Aspects surrounding tracking and frequency of ad placements in Auto are still unclear. Over saturating and populating the publisher page with ads may impact its search ranking and with no control over how many ads are placed, Auto’s automation may serve a few kinks for publishers.

Google AdSense Auto follows the launch of Google Chrome Filtering, which updated Chrome users to include an automated adblocker. How this plays a part in Auto’s ad optimisation will be interesting to see unfold.

For advertisers, this means having ads placed in untapped areas, which could result in new audiences and revenue streams for brands.

Summary:

Google Adsense’s Auto ads allows publishers and brands to use AI to automatically place ads in spaces optimised to perform best allowing more time for publishers to focus on creating relevant and compelling content. This has the potential to increase revenue from untapped and undiscovered ad placements.

Further Reading:

AdAge / TechCrunch / Google AdSense