Bits and Bytes for February 24, 2004

DoubleClick Plans Keyword Bidding Tool

DoubleClick is planning a search engine keyword bid management product, a move that will throw it into direct competition with companies like GoToast, DidIt.com and Performics.

The ad technology company announced the upcoming product in a presentation yesterday to investors, saying it would be released later in 2004. CEO Kevin Ryan said the decision to enter the search bidding space was motivated by feedback from larger clients who use DoubleClick for their other online marketing efforts, but feel the lack of a module for managing keyword purchases.

“When you were spending $5,000 a year it didn’t matter,” said Ryan. “When you’re spending $200,000 or $1 million a year, it does matter.”

DoubleClick competitor 24/7 Real Media is also working on a search engine marketing application for its Open AdSystems product suite.

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Google Bows New AdSense Formats

Google rolled out several new formats for publishers participating in its AdSense contextual paid listings program.

The new products include a button with a single listing at 125×125 pixels; a wide skyscraper, displaying up to five ads on a page in a 160×600 pixel column; a vertical banner with two listings at 120×240 pixels; a square unit with three listings at 250×250 pixels; a large rectangle, serving up to four ads in a 336×280 pixel footprint; and a small, single-listing rectangle sized at 180×150 pixels.

The new offerings more than double the number of display options available to AdSense publishers, from four to 10.