AdSense ‘Force’ Expandable Ad Units on Some Publishers and Exclude Others

AdSense have today announced a new type of ad – Expandable Ad Units.
I’m pretty sure
that I’ve seen these ads being tested on one of my sites (although bizarrely I am not able to use the ads as I’m not located in a country that they are available for – see below) and they are basically an ad that looks like a normal image ad but which expands when a reader interacts with it (by clicking it).
AdSense say that these ads are served on both a CPC (cost per click) or CPM (cost per impression) basis (advertisers choice). If they are CPC you only get paid if people click the ad and visit the advertiser (I have a bit of a problem with this – see below).

Ads will only be available to publishers meeting all of three criteria:

• If they’re located in North America or Europe, with a website in Dutch, English, French, German, Italian, Portuguese, or Spanish
• If they’ve added the AdSense code directly into their site’s source code
• If they’ve enabled image ads

OK – interesting. On one hand I think this is cool, while AdSense don’t say it I suspect these ads could pay more than normal ads. They’re rich media and in general advertisers wanting to use these sorts of technologies are willing to pay a premium and are generally top tier advertisers with recognizable brands and good budgets.
On the other hand a couple of concerns come to mind:
1. Why do AdSense keep offering new things to publishers in certain parts of the world?
Come on AdSense – we’re a global economy. While I’m an Aussie my sites are read by less than 4% Australians. The vast majority of my readers are in North America and the rest are largely European. I’ve ranted on this more times than I can remember. I can understand not wanting to run ads on sites where READERS are not in your target markets, but as a publisher whose blog is read by your target market, hosted by your target market and attracts other direct sponsors from your target market I would have thought you’d love to have these ads on my sites. All this does is drive me to put more and more emphasis on cutting you out of the equation and finding my own sponsors directly – something I’m having more and more success with (thanks to Lenovo this month for their sponsorship of DPS).
2. The ads are more interruptive – but don’t always generate revenue.
Some publishers will be annoyed that these ads are more interruptive than normal image ads. While AdSense say that they’ve got strict guidelines in place around what kinds of ads can be shown – when clicked they will cover parts of the publishers website. More than that, a click on the ad might not generate any revenue if the advertiser is using CPC ads. This means that an advertiser gets the benefit of someone noticing their ad and interacting with it (good for their branding) while the publisher has part of the rest of their site covered over…. and gets nothing for that.
3. Opting out of these ads is not easy.
So what if you don’t want expandable ads on your site?
AdSense makes clear in their announcement that there are ways to stop these ads appearing on your site. They give two methods – neither of which are satisfactory in my mind:

• You can block advertisers using the Competitive Ad Filter – this means going in an blocking advertisers domains from having their ads appear on your blog. This is only effective if you notice the ads and also means you’re blocking any other ads from that advertiser from appearing on your site.
• You can use the Ad Review Center – this allows you to log into the back end of your AdSense account and view all ads being targeted to your site. OK, this could work, but last time I checked my Ad Review Center (and I rarely do it because of the number of ads and the slowness of using it) to see what ads were being targeted to DPS I saw literally thousands of ads. AdSense say you can narrow it down by just viewing ‘Rich Media’ ads which is helpful – but I just checked my account and still saw hundreds of such ads on my own account. I don’t know how many were there exactly because I had to close down my browser – something about viewing 100 rich media ads on a page didn’t agree with Firefox on my computer).

OK – so my headline is a little exaggerated, you can opt out of them, but at the very least it is a chore and for some sites that get a lot of ads targeted at them it could be impossible to keep them off their site.
Note: there is a 3rd way of opting out of these ads – disable image ads. Of course this means you only will ever get text ads on your site which means less potential income.
Last Thoughts
IF I was a publisher living in one of the ‘lucky lands’ where these ads are relevant for I’d let them show on my blog. While I have some reservations I think they’re a good idea and don’t think my readers would mind them – however I wouldn’t be happy at virtually being forced to show them or for them bringing value to advertisers brands without compensation.
What do you think of them?
If you have a comment – I’d love to see it below but I’m sure the team at AdSense would love to hear it to – they have comments open on the post on their blog

Posted By: admin of http://blogingmoney.info/category/adsense/