Back in February, on the Google Adsense blog, Google announced AdSense Auto Ads, the company’s latest AdSense offering that determined the best type of ad and the best location for that ad to be displayed on a webpage through machine learning technology.
For publishers, it came as a life hack: simply copy and paste a single code snippet to display Adsense ads, and let Google determine the best location and type of ad to display.
Today, Auto Ads is already adopted by tens of millions of web publishers indicating where to place ads selected by Google based on a crawl of the page to figure out which ad might be most relevant.
So this is another example of the role that AI marketing tools have in paid advertising: An entity (this case Google) taking on the task of selecting the placement — doing all of the work for publishers in terms of figuring out how many ads to put on specific pages, where to put them, as well as what kind of ads will run.
AdSense Auto Ads in Relation to Machine Learning
Using machine learning is interesting here because it not only is being applied to figure out where an ad will go, but it is also being used to ingest analytics for how well that ad performs to “teach” the system how to place ads better in the future.
This solution – apart from being time-effective – is great for another reason: Google’s search algorithm considers ad overload a negative when ranking websites in its results, and Google’s search team does not work directly with the AdSense team.
This bridges the gap.
“Auto ads will now start working for you by analyzing your pages, finding potential ad placements, and showing new ads when they’re likely to perform well and provide a good user experience,”
Tom Long, Google, AdSense engineering manager, as well as Violetta Kalathaki, AdSense product manager, citing The Drum.
Auto Ads were introduced a week following the online giant’s introduction of Google Chrome Filtering, an update to its web browser that saw the introduction of an automated adblocker impacting websites which fall foul of its Ad Experience report.
And given that Auto Ads is powered by Google’s machine learning algorithms, the service will likely improve over time as it learns more about users’ browsing habits, as well as how users interact with AdSense ads on a webpage.