( Via Tom Foremski and Candida Kutz of Siliconvalleywatcher)
Google is about to announce technology that will allow its advertisers unprecedented levels of control over when, where, and who can view their advertising on Google search pages and those of Google partner web sites.For the first time, the search giant will provide its advertisers with an application programming interface (API), which will enable them link their computer systems with Google and control parts of the mammoth Google ad delivery system. The API will allow advertisers to self administer the delivery, the timing and the price they will pay for their text ads.
This raises the bar in the online advertising market as Google turns to technology to try and outwit and pull ahead of media savvy competitors. The release of the API marks a transition for Google, from an online services company towards that of an IT platform for global ad delivery. The types of sophisticated management tools that will be available from Google and third parties, should also help tie advertisers into its ad network. It is but a short step from the global delivery of simple text ads, to carrying commercial transactions also. This would pitch it against companies such as Ebay and other online retailers. The Google API is only available to advertisers and not to online publishers carrying Google ads.