In a charm offensive, Google has been posting a series of reports on the future of display advertising. Yesterday’s entry focused on the search company’s efforts to help publishers make money online.
We believe that the new technology we’re developing to make display advertising work better will help to grow the display advertising pie for all publishers, by orders of magnitude. We shouldn’t be asking how publishers can eke another 5 or 10 per cent out of display advertising in the next few years. We should be looking at how the industry can double or triple in size.
Part of the challenge is reducing the administrative costs of display advertising for publishers, says Google, as these currently account for 28 cents of every dollar spent on these ads.