- Search juggernaut Google is expanding its reach with a new advertising service that delivers targeted ads and relevant sponsored links to partners' sites.
The company says the new service will offer its over 100,000 worldwide advertisers better click-through results by providing content-based advertising.
The program works in the same way as the company's AdWords program, which allows advertisers to bid for placement on sponsored listings that appear alongside search results, says Susan Wojcicki, director of product management at Google.
In fact, the Mountain View, California, company users a similar technology as that of its search service to determine the content of a site and then serve up a relevant ad, Wojcicki says.
"This technology allows us to deliver the same precision we give to our search results to content pages ... and it's all automated," she says.
Google says that charter participants in its new ad program include Knight Ridder Digital properties and HowStuffWorks.
Jonathan Rosenberg, vice president of product management at Google, pointed out that in order for the technology to be useful the company needs a big advertising network from which it can draw ads. Now that the company boasts over 100,000 advertisers, it has a wider range of choices for its content-based ad placement, he says.
Rosenberg added that just a year ago Google had only a few thousand advertisers. However, the search giant's popularity has resulted in a boom in its advertiser base, as well as the amount of searches it performs every day, which has skyrocketed to 200 million.
The new ad services come as rivals such as pay-for-placement company Overture Services is working to extend its cache of products and services by buying up search technology providers AltaVista and Fast Search & Transfer ASA's internet business assets.
Rosenberg and Wojcicki downplayed the idea that its new ad offerings are making Google a more media-focused company, however, saying that its approach to search and advertising is the same.
"Our mission is to connect people with relevant information," Wojcicki says.