Google's Future of display advertising series is to look at the company's efforts to help online publishers generate more advertising revenue. "For millions of online publishers—from smallest blogger to largest entertainment, news, e-commerce and information sites—online advertising revenue is vital. We believe new technology we're developing to make display advertising work better will help grow display advertising pie for all publishers, by orders of magnitude. We've previously described our three core display ad products for publishers," states Google:
- AdSense, places most valuable, relevant ads on partners' websites, without publishers having to sell ad space
- DoubleClick for Publishers ad serving platform, maximizes the value of ad space that publishers have directly sold themselves
- DoubleClick Ad Exchange real-time auction marketplace, maximizes large publishers' overall returns, by "dynamically allocating" the highest value ad, whether directly sold, or indirectly sold through an ad network.
Jonathan Bellack highlights the key principles guiding their future product innovations in this area, to help all publishers maximize their online ad revenues.