After only days of announcing the DoubleClick acquisition, Google are apparently ready to launch ‘Ad Manager’, an ad management tool with built in yield optimisation, at no cost.

Allowing users to sell direct ads, ad manager is especially big news for Google for three main reasons:

1) The tool will minimize the value and risk from larger ad exchanges, smaller start ups and open source ad networks.

2) Google will also have further ways to follow web users across the net to create web graphs based on usage data, along with all the tools already available to them.

3) This will also allow Google the opportunity to ‘spy’ on other networks so that they could quickly buy out the competition and/or even copy any features from newer ad networks more profitable than their own.

Google could, by aggressively running display ads on YouTube, potentially increase the current 60% marketshare to a possible 75% in a short period of time. By adding self-serve expanded networks for smaller publishers and this could even increase to a possible 80% of ad display market.

But don’t forget Microsoft won’t go down without a fight and their bid to get Yahoo is ongoing- watch this space………….

Source: seobook.com