Google Adsense added multiple ad network feature. This will let other Google certified ad networks to compete directly with adwords and they can show ads using adsense.
This will have increase the number of ads inventory in adsense and I believe this is good for advertisers but not for publishers. As this will increase the distance between advertisers and publishers by one more fold. So chances are high that it will be users who will be getting lower CPC .
Today I received an Email from adsense team with following update:
We have launched a new capability in AdSense allowing Google-certified ad networks compete directly within AdSense, which means that advertisers from these third-party networks will be able to compete with AdWords advertisers to show on the Google Content Network.
These new capabilities will automatically be enabled for your account, and you’ll see a new section in your Ad Review Center where you can allow or block specific ad networks or all networks except AdWords. Please note that we’ll gradually be adding new ad networks to AdSense accounts over the next few months, so you won’t see any immediate impact on your ads or your earnings.
To ensure the quality of the ads that appear on AdSense publisher websites, Google will certify all participating ad networks for adherence to our standards for user privacy, ad quality, and speed. Some participating ad networks use targeting methods similar to Google’s interest-based advertising to show more relevant ads to users on the sites they visit.
How to Block specific Google certified ad network:
You can block and particular certified ad network to block inside your adsense account :
Login to your adsense and click on Allow and block ads at the top and select Ad networks on the page. Here you can see list of all ad networks and disable the one you want.
You can read more about it here on Adsense official announcement.
What’s your reaction on implementing other ad network under adsense/adwords?