Google 2008 Annual Report Download - page 27

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Please find page 27 of the 2008 Google annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

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•Reports. Publishers can view customizable reports about their AdSense performance.
•Sensitive content filters. At times, certain ads may be inappropriate for some pages. For example, Google
automatically filters out ads that would be inappropriate on a news page about a catastrophic event.
•Choose default ads. In the unlikely event that Google is unable to serve targeted ads on a page, we offer
web sites the option of displaying a default ad of their choice.
Google AdSense for Domains and Feeds. Google AdSense for domains allows owners of undeveloped
domains that receive traffic from users typing generic terms into browsers or search to generate revenue from
relevant advertising. AdSense for feeds is a free program that allows publishers to monetize their feeds—user-
subscribable content streams containing structured data such as stock and financial information, web blog posts,
and weather reports—through text ads targeted to the content of the feed. Like AdSense for search or content,
Google shares the majority of the advertising revenue from AdSense for domains and AdSense for feeds with the
domain owner or feed publisher.
Google Television Ads. Google Television Ads is a product that allows advertisers to use their AdWords
account to create television campaigns. Advertisers can use our online advertising platform to place and monitor
the effectiveness of their television ads, enhancing relevance and accountability.
Google AdSense for Audio and Audio Ads. Google AdSense for Audio is an early-stage product for radio
broadcasters that automatically schedules and places advertising into radio programs, with the objective of
increasing revenue for broadcasters by making their ad inventory available to new advertisers and decreasing the
costs associated with processing advertisements. Google Audio Ads makes radio advertising easier for small and
large businesses by providing an online interface for creating and launching radio advertising campaigns.
Display Advertising
Display advertising is internet advertising that typically includes static or animated images as well as
interactive audio or video media, such as the banner ads you see on the tops or sides of many popular web
sites. Our goal is to make it easy for anyone to use display advertising. We want advertisers to realize a better
return on their display advertising campaigns and publishers to maximize the value of the content on their web
sites by providing tools, platforms and channels for ad management and delivery.
We completed our acquisition of DoubleClick in March 2008 and are in the process of integrating
DoubleClick’s online ad serving and management services into Google’s advertising solutions. DoubleClick
provides Google with a platform for delivering display advertising. DoubleClick also provides services related to the
delivery of display advertising, including media planning, buying, implementation and measurement tools for
advertisers and agencies and forecasting and reporting tools for publishers. Through these tools we also provide
publishers with access to agencies and advertisers to help them sell their advertising inventory and ways to
streamline the ad sales process.
We also offer advertising solutions on YouTube in a range of video, static or animated images, and interactive
formats.
The Technology Behind Google’s Advertising Programs
Our AdWords and AdSense programs serve millions of relevant, targeted ads each day based on search terms
people enter or content they view on the web. The key elements of our advertising technology include:
Google AdWords Auction System. The Google AdWords auction system lets advertisers automatically deliver
relevant, targeted advertising. Every search query we process involves the automated execution of an auction,
resulting in our advertising system often processing hundreds of millions of auctions per day. To determine
whether an ad is relevant to a particular query, this system weighs an advertiser’s willingness to pay for
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