I got an email from Google AdSense informing me that now they will be allowing other ad networks to advertise in AdSense spaces. You can see it on the AdSense blog too.
The idea is to allow even more bidders to compete for the space you’re offering through AdSense. Sites should be able to earn more money that way.
And it’s not just and ad networks allowed in. Google certifies them for adherence to user privacy, ad quality, and speed. You can also block any networks you don’t want on your site.
Personally, I’d like to see samples from the networks to have a notion of who’s advertising what. It’s going to take some research if I suddenly see ads I don’t like. Who do they belong to? I don’t know how easy it will be to tell.
They have only about 9 networks listed right now, with more expected in coming months. It should be interesting to see how this all works out.