Google Lays Out Display Ad Democratization Strategy

Google wants to simplify the process of buying and selling display advertising across the Web in 2010, and has set up a strategy to achieve the goal. In a Webcast Tuesday, Googlers laid out the plan to simplicity the buying and selling process, increase performance, and maintain an open platform to serve ads across PCs and mobile phones. Simplifying the process will attract more marketers to online display advertising, a medium that has become easily measurable in clicks, impressions and conversions. Google believes running display ads on the Google content network of more than one million Web sites helps marketers optimize campaigns and measure results. J.P. Morgan analyst Imran Khan points in a research note to the fact the Google Content Network reaches 85% of global users and can host CPM or CPC ads. Opening the display marketplace to more companies means Google has the ability to support a variety of companies that want to advertise.