Google has long allowed approved third-party networks to serve inventory into its AdSense display network, and now it says publishers will begin to get reporting on impressions served, earnings and performance by network.
The third-party networks in AdSense are enabled via Google’s DoubleClick Ad Exchange, and the system aims to let publishers to serve the highest value impression with each pageload, therefore earning the highest amount possible. Publishers can block by network via the AdSense interface. Networks participating include Rocket Fuel, Dotomi, Quantcast, Turn, AdRoll.com and [x+1].
Google cautioned that comparing networks may be difficult because some networks may be targeting particularly high-value inventory — making their CPMs higher, but their overall volume likely lower.
The new report can be found in the Performance report tab. Click “Ad networks” in the side navigation. The data available today will only go back as far as September 27, 2011.