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GOOG Gives Publishers More Ad Inventory Control

Today Google launched the DoubleClick Network Builder, a tool that enables publishers to develop and maintain their own ad networks.

According to Google, Network Builder was developed specifically for publishers that have begun developing partner sites to broaden their reach and seize more ad dollars. The suite boasts a streamlined means to manage network inventory, manage partners, and handle billing and reconciliation.

Specifically, the offering includes a tool that focuses on financial revenue reporting and partner payments — which is automated, bearing in mind that publishers normally use spreadsheets to sift through financials and adjust billing discrepancies, according to Senior Product Manager Rany Ng of DoubleClick (via MediaPost).

It is also easier to download and compile reports. "We have had beta customers tell us it takes two full days at the end of the month to figure out revenue that's being generated, aggregate reports, send them to partners and determine how much to pay them," stated Ng, concluding that one customer recently reported that a two-day report stint now takes two hours.

Finally, a "partner's portal" in Network Builder provides clients access to their own data, including effective cost per thousands, click/revenue figures, line-items data or sample of the report with impressions. An optional ad tag, which publishers can post on their sites, enables them to define and target certain campaigns.

Network Builder has been in private beta with 10 companies since late October. Beta partners included Real Girls Media and InvestingChannel.

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