Google has thrown open its highly successful AdSense online advertising network to third party advertising providers, InformationWeek reports.
Online ad servers such DoubleClick and Mediaplex have already been certified to use the system, which means they will now be able to serve their ad directly into Google’s US content network.
Google says it previously couldn’t accommodate third party advertising providers because it didn’t have a process to ensure their ads complied with Google’s format standards and policies.
They now have this software, hence the decision to throw open the doors. It should be a win-win for Google and the ad servers – Google gets access to a new source of paying advertisers, while the third party ad servers can offer advertisers exposure to more eyeballs through a single ad serving framework.
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