The lines between advertising and new media are beginning to get blurry. Companies like Google rely heavily on advertising revenue and so have a vested interest in making those blurry lines more distinct—while exploiting new opportunities.

That’s the sentiment of Google, and it prefaced the announcement of new features to its flagship revenue-sharing ad network, AdSense. The new features will help advertisers and publishers tap into the new opportunities arising through the convergence of media, web usage and the cross-pollination of new web technologies.

With immediate effect, publishers will now be able to better manage video and mobile ads directly from the AdSense Ad server. This it is hoped will help to better accommodate the growing number of inventory for these types of ads, as well as give publishers the functional, and practical help to grow their revenue. Video ads on the AdSense publisher network have grown 350% in the last 12 months and Google is obviously keen on putting in the infrastructure to accommodate the growth.

But the improvements don’t stop there. Google has also announced the addition of ‘Direct Deals’ on the AdSense Ad Exchange. This will give publishers the flexibility to directly sell their add inventory, and have better control over who they sell to.

These two new feature combined will perhaps be enough to give Google’s Ad division some life. The tech company has alienated a lot of advertisers in the last few years with algorithm shake-ups and complicated ad requirements (think Google AdWords Quality Score). At least we know now that Google understand the dynamics of the publisher/advertiser relationship.

Will Google regain the confidence of AdSense publishers (many of whom are not making money)? Share your thoughts with us in the comments below.

(Source: sitetrail.com)

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