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...in the search space, but Google would definitely feel the heat if the two were to combine their display ad networks.

Hmmm, what to do, what to do?

"Aw heck, lets just open up our massive Google content network to anyone that wants to use it!"

OK, so thats not an official statement from Google, but with news that Google will accept third-party ads on its content network (AdSense), it would have been appropriate.

Ad servers, rich media ad agencies and research firms can now go through a certification process that ensures the highest level of advertiser service and user experience. In fact, advertisers and agencies now have the ability to serve ads and measure performance through these certified third parties:

• Advertiser ad servers: DoubleClick (DFA), Mediaplex
• Rich media agencies: DoubleClick Rich Media, Eyeblaster, EyeWonder, Interpolls, PointRoll, Unicast
• Research firms: Dynamic Logic, IAG Research, InsightExpress, Factor TG

Advertisers can now more easily reach a new audience and publishers benefit from a greater range of ads. Its a win-win"unless youre Yahoo or Microsoft.

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