Google Enables Third Party Tracking For Content Network

Google has announced that they will now support the ability for advertisers to track their ads using third party advertising tags. This new feature is only available within Google’s content network (aka AdSense) and only available for North America based advertisers.

In the past, the only way to track your impression data was to trust Google’s AdWords reports. Now, it appears you can use third party tags to track content network ad impressions and clicks. The supported and certified ad tracking tags include:

(1) Advertiser ad servers: DoubleClick (DFA), Mediaplex
(2) Rich media agencies: DoubleClick Rich Media, Eyeblaster, EyeWonder, Interpolls, PointRoll, Unicast
(3) Research firms: Dynamic Logic, IAG Research, InsightExpress, Factor TG

Google said they will be adding more over time. Google then explains the pros for advertisers and publishers:

Advertisers and agencies will now be able to manage their Google content network campaigns with the same systems they use for other online campaigns, which is helpful for determining the effectiveness of their online advertising mix. Further, this new service gives advertisers and agencies more opportunities to increase their return on investment and reach new audiences in informed and creative ways. The response from those testing early versions of the program have been positive.

For publishers on the network, this program offers a way to expand their advertiser base and enable advertisers to better understand the value of their inventory, with the goal of increasing their overall revenue. And they’ll be able to show more compelling display ads to their visitors, enhancing their web experience.