gOogLe to "TeSt SuRfers ToleRaNce"

Google is taking a few more strides on the online advertising tightrope attempting to balance advertiser interests against the potential of irritating the Web surfers they hope to reach. Its latest experiment involves expandable ads, in other words, small ads that enlarge when interested users click on them.

Commonly an expandable ad comes like a small display ad that expands into a much larger ad which covers much of the Web content; this of course is annoying for users.

So in this case, what Google says is that there would be a safeguard against such annoyances. The new ads won't enlarge with a simple mouse over; instead, a user has to actually click on the ad to expand it. So it takes a second click to actually get to the advertiser's landing page. This is a very good new for users as we won’t have to leave our current Web pages unless we want to, also is a good advantage for advertisers as they wont have to pay extra costs if the ad doesn’t work.

Google also explained that earnings will be based on whether advertisers use the cost per click or cost per impression model. In cost per click advertiser generate earnings when a user visits the advertiser’s landing page, not just by clicking the ad to be expanded.

Finally the new ad format would probably work more efficient for products that can be sold visually rather than products like insurance or tax services; this new ad format is more design for things like movie trailers or video games.