AdSense : Now serving multiple ad networks

I received this e-mail (mentioned below) from Google AdSense Team last week, announcing new feature of AdSense. Now AdSense will be serving third party ad networks along with it's own Adwords.


Hi,

We have launched a new capability in AdSense allowing Google-certified ad networks compete directly within AdSense, which means that advertisers from these third-party networks will be able to compete with AdWords advertisers to show on the Google Content Network.

These new capabilities will automatically be enabled for your account, and you'll see a new section in your Ad Review Center where you can allow or block specific ad networks or all networks except AdWords. Please note that we'll gradually be adding new ad networks to AdSense accounts over the next few months, so you won't see any immediate impact on your ads or your earnings.

To ensure the quality of the ads that appear on AdSense publisher websites, Google will certify all participating ad networks for adherence to our standards for user privacy, ad quality, and speed. Some participating ad networks use targeting methods similar to Google's interest-based advertising to show more relevant ads to users on the sites they visit. These ad networks won't be permitted to collect data from your site for the purpose of subsequent interest-based advertising, but we'll allow networks that comply with user privacy guidelines to show ads using these tools. Publishers can opt out of user interest targeting from these ad networks, and Google has changed our requirements for third-party ad serving to reflect this.

We are currently only accepting ads from Google-certified ad networks in North America and Europe, but we will make this feature available to ad networks in additional parts of the world in the future.

Sincerely,
The Google AdSense Team
Google Inc.
1600 Amphitheatre Parkway
Mountain View, CA 94043

This feature didn't impress me at all but has raised some questions in my mind.
Why AdSense is going to serve third party network?
Is Google AdSense running out of advertisements and advertisers?
Does Google want to prove that It's ad network is the best by providing a common platform for every other network?

I think this new feature will be a killer for many ad networks. As stated in this e-mail, Google still approves the Ad networks for quality, privacy, speed etc. So, there is a chance that some high profitable ad networks may not clear Google Test. Well, I hope that from this new feature, publishers will have access to higher paying ad networks which will increase their ad revenues.

Your views and comments are welcome.

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