AdSense and The Rise of Competitive AdShare Platforms for Web Publishers

Google’s AdSense system quickly rose to be and remains the most popular and easily used ad sharing platform currently available. That being said, it’s often frustrating having to deal with Google and their arcane, opaque, and often arbitrary rules on what might result in an account suspension. Moreover, there appears to be little incentive for Google to provide competitive rates seeing as how they are one of the few businesses currently allowing smaller players into the online advertising game.

But that is slowly and quietly changing. There is a whole new crop of excellent platforms that are taking different approaches to the standard pay per click model and finding ways to incorporate smaller websites into their system without worrying that this will pose a needless drain on their resources. In fact, they are finding that these small websites add up to big profits.
Alternative Payment Methods

Perhaps the most significant difference between the Google system and many of the newer competitors is that they are moving away from the pay per click (PPC) system of advertising, instead preferring to charge advertisers by impression. It seems like a less effective way to pay for advertising, but there are excellent arguments to be made that not only is it cheaper to pay by the number of impressions that an ad gets, it is also less volatile a cost and therefore better for budgeting.

Even with the lower prices, though, these new companies are running into the problem of technology. They don’t have the algorithms of Google, so they aren’t necessarily reaching the right audience in as accurate a manner as the AdSense system does. Combine that with the fact that AdSense also offers its advertisers the option to pay by impression and you have a powerful organization to compete with in order to gain any traction on the basis of system.
Platform Changes

Many of the newer companies have also started competing with Google in terms of the actual platform that they provide. Part of the problem with AdSense is that the way that their system works is confusing, difficult to grasp, and often contradictory in its design. Combine that with a lengthy process to get any advertisements approved and unclear expectations and you have a recipe for disaster. That means that a company that can provide the same level of exposure with a less complicated system could grab a significant number of those frustrated with Google.

Of course, the problem is providing the same level of exposure. One could even argue that a comparable level of exposure that doesn’t quite reach the Google standard but makes up for it in ease of use and transparency would also be successful. However, it seems that so far no company has managed to quite reach that level, though there are a number of them that may do so in the near future with some additional effort.
Moving Your Advertising Now

While a number of smaller companies are not yet ready to receive top billing, they will very soon and now is the time to start looking into transferring some of your advertising to these newer platforms to make a future transition easier. Throwing in, even in a limited way, with these AdSense competitors will ensure that as the digital landscape changes, your business will remain solid.

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