This is a wake-up call for online publishers – if you work with Google in any capacity, just go ahead and fire your ad sales team – your team is selling against Google and guess who’s winning? You might as well just bend over and give Google 100% control over your inventory and revenue generation. If however you want to support your ad sales team, and not put the fate of your business in Google’s hands, then fire Google … immediately and completely. You can’t have both.
I was just looking at Google's new DoubleClick Ad Planner – which provides end-to-end planning, buying, serving and measurement of display ads across the Web. The stated mission of DoubleClick Ad Planner is to provide the deepest, most accurate insight into online audiences possible, helping display advertisers select the best sites for their media plans, and buy those placements through the Google Content Network and Ad Exchange.
So here's the problem. If you’re a publisher with any ad inventory available to Google, then that advertiser or agency you’re trying to close now at a $10 CPM rate can access your inventory for less through Google – and you’ll get some unknown % of that (recall that Google does not disclose their take). Even if you’re working with Google on a “blind” basis, Google is helping advertisers and agencies reach your audience – all they need to do is type in your site and Google will provide them with a media plan to reach that same audience, based on a “Comp Index”. Google knows more about your audience than you do, and is using that knowledge to sell against you.
And the worst part is that it’s you the online publisher that continues to feed the Google beast, and put yourself at a disadvantage in the marketplace! You optimize your content for their index, place their numerous tracking tags (AdSense, Analytics, AdManager, DoubleClick, FriendConnect, YouTube, etc.) over 88.4% of the Web, and grant Google 100% of the information rights. This has allowed them to build a massive set of data on your site and your audience, and use it to fuel their direct sales efforts. Not only are you NOT being remunerated for all this valuable audience data you're giving to them, NONE of it is available to you for your own direct sales efforts!
If you’re working with Google today, you’ve helped to improve their position in the market to the detriment of your own. So either fire your direct sales team and suckle at the teet of Google … or fire Google, join the REVVolution, and give your direct sales team the support they deserve. But you can't do both.
Power to the publishers.