Google Rolls Out “AdSense Direct” For Publishers To Manage Direct Ad Sales

Google AdSense LogoGoogle announced the roll out of AdSense Direct today to allow publishers to implement campaigns for ads they sell direct to advertisers through the AdSense system, with no code changes.

Google has also published step-by-step set-up instructions. After securing a direct ad deal with an advertiser, the publisher sets up the campaign in AdSense and sends the advertiser the custom link to upload the ad.

One potential drawback, is that payments go through Google Wallet, and are paid out through regular AdSense installments. Advertisers won’t be able to set up separate payment plans for direct ad sales. Google will also set a minimum campaign price and recommended price which is calculated by taking the average daily earnings for the ad unit / site combination that you’ve selected for your campaign and multiplying it by 2.5.

Google also approves the ad creative.

Once a campaign for a direct ad buy ends, Google AdSense ads will automatically resume showing in those ad slots.

AdSense Direct will only be available to publishers and advertisers located in the U.S. to start.

Below is Google’s promo video explaining the service:
YouTube Preview Image

Related Topics: Channel: Display Advertising | Display Advertising | Google | Google: AdSense | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • Pat Grady

    Interesting! Makes me wonder if they’ll show you which is better for you in terms of income, or let you rotate. The sample video addresses ending of direct deals, swapping back to AdSense pool serving, wonder if splits, concurrent rotating is to come. Also feels like a step towards RTB DSP ecosystem build. Maybe it’s just the endless calls they must get for ad serving platforms… but I’d guess there’s a larger reason behind making this happen.

  • Jerry Nordstrom

    I wonder if this will result in creating two classes of advertisers and publishers.
    Low quality advertiser/publisher using traditional matching
    High quality advertiser/publisher using direct ad sales.

    We have always wanted a way to lock in and lock down the publishers our ads display on, as well as have targeted advertisers on our properties.

    The new program looks promising in both respects

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