Drums are currently rolling for Google as everyone sits and waits with uncertainty for their third quarter financial results to be revealed tomorrow.

No one knows which way Google’s stocks will be headed although we have witnessed a stock drop of 45% this year and as explained by Michael Arrington (TechCrunch) on his post, the one and only result of a declining stock market is less consumer spending, which eventually leads to less advertising, etc.

However, as I explained on my post yesterday, digital marketing and online advertising are still stealing market share from traditional media, which leads us to thinking there could actually be some light at the end of the tunnel.

Today, Google announced the official roll-out of their Third-Party Ad-Serving across their Content Network to empower advertisers to work with approved third parties to serve and track display ads, through AdWords, giving them more options, flexibility and control over their online campaigns.

For Google and publishers, this means a larger advertising inventory and the potential to earn more money through the placement of those ads. For advertisers, this means that ad campaigns can be managed using a consistent software application.

“We’re now going after both the performance and branding money. We’ve got a fantastic reach with the network, and we’re making it flexible for advertisers to buy and pay what they want,” explained Simon Morgan, Google industry leader.

This will definitely be a great boost for Google right now and a wide open opportunity for brands since it translates directly into more revenue, for both parts respectively, plus, clients will have more options for ad placement than before. The more channels available, the more money allocated into online advertising.

In the meantime, keep clicking on those search ads!

Google AdSense is probably one of the most revolutionary products in Big G’s history: together with AdWords, it is without a doubt one of the most important Google tools. While AdWords is the perfect technology for advertisers, AdSense is publisher oriented… and in this case we are talking about EVERY publisher. That’s the power of AdSense: its easily used by everyone.

AdSense was originally developed by Acquires Applied, a Santa Monica based company acquired in 2003 by Google. Soon after, Google rolled out AdSense, thus iniciating a new revolution in contextual advertising.

The mechanism behind AdSense is as simple as it is smart; every webmaster can use an advertising space for displaying Google ads (text ads, banners or video ads). The only requirement is inserting a javascript code into the site, choosing a media format for the ads to be displayed on and that’s it!

The webmaster will be paid for every click on the ads displayed: the publisher earns from clicks while the advertiser has the opportunity to find an appropriate space inside Google AdWords network.This network includes the content targeting network, where ads are automatically and contextually placed, and the placement targeting network, where an advertiser can choose the website where his ads are going to be displayed in.

Google’s Network reaches a vast audience, meaning that every advertiser should think about taking advantage of AdSense using the content network and the placement network offered by AdWords.

As for most of Google’s tools, AdSense’s success is also determined by its concept, since it’s easy to understand and easy to use by everyone: it is not necessary to be a geek. To implement AdSense into a website, a user should just sign up for a Google AdSense account and copy the few code lines provided by Google into the website itself. In few minutes everyone can be a publisher and can start to earn from website traffic.

comScore underlines that the reach of advertising networks is far broader than the one of its homepage: 90 percent of U.S. Internet users saw a page served by advertising network Platform A, and 88 percent a page from advertising.com, both of which are part of AOL network. Besides, only 49 percent of user hit an AOL.com page.
Similarly, in February, sites from Yahoo’s advertising network were visited by 85 percent of Internet users, while only 51 percent get to Yahoo.com home page.
About the “Big G”, 79 percent of web surfers saw a page coming from Google’s advertising network, whereas visitors getting to Google homepage was only 69 percent.
Finally, MSN network (MSN and Windows Live services) hit 56 percent, while MSN.com reached only 31 percent.

This trend could be very relevant for an online advertising strategy, that should be developing and investing not only in a contextual targeting model, but in a behavioral way of thinking the online advertising market: more time a user spend into a network, more important is going to be his behavior inside that network.

Here in 77 we believe (and we know) that content network is becoming more important in order to set a successful advertising campaign, even though we are talking about a search engine advertising campaign, traditionally considered mostly “search oriented”. The relevancy of content network can offer new opportunities in investing online for a business, opportunities that are going to be an added-value beside search engine marketing activities.