AdSense have added a new targetable channels feature to their system that allows you to label channels so that advertisers can specifically target them for their ads to appear on.
This takes AdSense to a new level for advertisers as it will enable them to specify where on your pages they want their ads to appear (if you enable it).
Thinking this one through – there are a number of reactions that come to mind (I’m thinking out loud here on the fly):
- The first thing that came to my mind was – who could be bothered. I already have over 100 channels with names that would mean nothing to advertisers and the thought of going through them all and renaming and thinking them through isn’t particularly appealing.
- I also immediately wondered whether this could lead to decrease competition for bidding on ads on ad units that were not quite as prominent (decreased competition means decreased ad value).
- On the flip side this could cause a bidding war on highly visible and sought after ad spots – increasing the cost per click. Smart publishers will probably set up targetable channels for their best ad positions.
- Then I wondered whether advertisers could be bothered with this level of targeting. Although – I suppose AdSense have tested this and found that it is something advertisers want.
- It’ll only really work though if publishers use the channels. I think AdSense have a task in front of them to get this to happen and they’ll need to prove its worth/benefits
Do you think you’ll use them?
There’s a little more information on targetable channels and how to set them up on this help page at AdSense.
