CNET: Google ads now self-serve

Google is upgrading and expanding its AdSense program, where it allows partner sites to host its AdWords paid search listings sales program. In a soft roll-out early in the summer, Google's AdSense started to let other sites add their own pages to Google's inventory. Now, after adding site customization features, Google is allowing more sites to add their pages to the Google network.

Sites can apply online to become part of the system. Google promises to approve applications within a day and send the Google robot over to determine what AdWords will be most appropriate for the content submitted. Google's system sells the inventory and shares the revenue with the host site.

The new version published Thursday, includes preset color palettes to coordinate colors for the host sites, automatic user feedback and reporting tools to see ad performance and accrued revenues.