Making Money from Content

Banner ads are becoming smarter. Google has released a new display offering that can adjust the content of a banner ad to dynamically better fit its surroundings.

The customer example used was Ford. Using the Google Content Network, Ford can make one central media buy and the content delivered is altered given the context of website it’s being served on.

The example used was: if the Ford ad triggers on a site that discusses green issues, a banner highlighting Ford’s hybrid vehicles would trigger. Whereas, a technology site discussing the latest gadgets would show a clip from Ford at CES, etc.

The head of the Google Content Network:

“This marries the science of search with the art of display…the ads are very dynamic, and there’s an indefinite number of ads that will get served.”

Another step on the road towards ads with intelligence – in this case with the relevance baked into the network side, and not the consumer side, with both angles being good news for advertisers and consumers.