http://googleblog.blogspot.com/2010/09/display-advertising-watch-this-space.html
It appears that Google is now refocusing its efforts to generate revenue from display ads. It seems a bit odd to me, because as a consumer I feel like display ads don't work as I've learned to block them out. I can only assume they do work since companies continue to use display ads as a means of pulling traffic to their website, however, as the article suggests, there is a great deal of potential upside in display advertising by making it simpler and smarter.
In my mind, one of the key issues that needs to be resolved is to develop a platform in which the same ad can run on multiple websites, without having to place it at each website separately. If Google can do this, they would significantly increase the efficiency of this medium. Companies without the resources to contract with many websites separately would then find display ads much more appealing.
I also find it very interesting that there is already an open market for display ads with the DoubleClick Ad Exchange. This can only help to generate demand for ads and also ensure advertisers are getting the best deal available.
It'll definitely be interesting to see what Google comes up with and how it can improve the display ad space. It seems like a poorly served market that one would expect Google to capitalize on.
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