Google Comments on the Future of Display Advertising

March 19, 2009 -- A recent post on the official Google blog provides a fairly comprehensive look at Google's view of trends in display advertising, particularly focused on DoubleClick integration, ad serving, and rich media. Here are a few excerpts:

"The best display ads today are often like mini-websites with complex animations, stunning graphics or videos, interactive and social elements. As technology enables better ways of matching ads, they're becoming more relevant to the audience that views them and the website that hosts them."

"By combining Google and DoubleClick technologies, we've made significant enhancements to advertising on the Google Content Network. For example, we've offered support for third party vendors, enabled ads to be frequency capped so that users don't see the same ad over and over, introduced view-through conversion reporting and opened a beta of interest-based advertising."

"In September 2009, we launched the new DoubleClick Ad Exchange. The Ad Exchange is a real-time marketplace that helps large online publishers, ad networks and agency networks buy and sell display advertising space... AdWords advertisers can run ads on sites in the Ad Exchange, using their existing AdWords interface. This gives AdWords advertisers more high quality sites to run display ads on. Similarly, our AdSense publishers are benefiting from more high-quality display advertisers coming through the Ad Exchange."

"We launched DoubleClick Studio, a rich media tool that makes it easier for agencies and advertisers to design interactive rich media ads. We've also continued to invest in DoubleClick Rich Media, which enables complex and creative ads to be easily trafficked and served."

"Across the board, we're building and seeing vast improvements in display advertising technology. These technology improvements will make it far easier to buy ads across the web at scale, create engaging ad formats, measure the impact of ad campaigns in innovative and insightful ways, deliver relevant ads to precisely the right audiences in real-time and maximize the value of publishers' online content. With these advances, we think that display advertising, as a category, can grow dramatically."

Read the full post here at the official Google blog: The future of display advertising