According to Tom Foremski and Candida Kutz for SiliconValleyWatcher.com, Google is about to announce technology that will allow its advertisers unprecedented levels of control over when, where, and who can view their advertising on Google search pages and those of Google partner web sites.

For the first time, the search giant will provide its advertisers with an application programming interface (API), which will enable them to link their computer systems with Google and control parts of the mammoth Google ad delivery system. The API will allow advertisers to self-administer the delivery, the timing and the price they will pay for their text ads.

This raises the bar in the online advertising market as Google turns to technology to try and outwit and pull ahead of media savvy competitors such as Kanoodle and others. Kanoodle says its average click-through revenue is twice as much as that of Google's because it gives online publishers greater control over what types of advertising is displayed, at which times, and is better matched to page content or search terms.