98% of Google’s revenue is from advertising so it’s not surprising that Google just released a hosted ad server solution after recent acquisition of DoubleClick. They now have 2 solutions, one developed in-house for the small/medium publishers, one from DoubleClick for larger publishers. It’ll be just a matter of time before Yahoo or Microsoft either acquire or release their own version of ad servers. Since they’re all big companies, they cannot offer an independent ad serving solution. They must tie in with their own ad network(s) or there would be no revenue source. Publishers probably need to share data, lose some control in exchange for the free ad serving benefits. Additionally, it would be also difficult for them to offer certain complex features like real-time stats because it’s a resource hog and would raise their costs per user significantly.
Google Ad Manager’s TOS
“You agree that Google may aggregate Program Data with data collected from other Program users, and use such aggregated data, provided that Google will only aggregate data in a manner such that no third party could identify which users’ data contributed to the aggregated set.”
Source: https://www.google.com/admanager/terms/US/Terms.html
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