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Google has today (February 21) announced AdSense Auto ads, a new feature to its adtech offering which it claims will help publishers better monetize their websites using machine learning.

The online advertising behemoth claims its latest update to AdSense, which lets publishers on the Google Network generate revenue by placing its code on their websites, ‘make smarter choices via an easy-to-use platform’.

“Finding the time to create great content for your users is an essential part of growing your publishing business,” reads a post announcing the update on the official AdSense blog. “Place one piece of code just once to all your pages, and let Google take care of the rest.”

Per the post, AdSense Auto optimizes media inventory using machine learning to identify when certain ad units “are likely to perform well” and also lets publishers choose the type of ads they deem suitable to their websites.

“Auto ads will now start working for you by analyzing your pages, finding potential ad placements, and showing new ads when they’re likely to perform well and provide a good user experience,” reads the post attributed jointly to Tom Long, Google, AdSense engineering manager, as well as Violetta Kalathaki, AdSense product manager.

“Auto ads include Anchor and Vignette ads and many more additional formats such as Text and display, In-feed, and Matched content. Note that all users that used Page-level ads are automatically migrated over to Auto ads without any need to add code to their pages again,” concludes the post.

The introduction comes the week following the online giant's introduction of Google Chrome Filtering, an update to its web browser that saw the introduction of an automated adblocker impacting websites which fall foul of its Ad Experience report.

Many have claimed the development will only tighten the Google's vice-like grip on the ad-supported internet, although speaking with The Drum Kelsey LeBeau, a Google product manager, said such updates are geared towards improving consumers' internet experience.