Google Adwords to Display Content Network URL's

Whilst in Search Engine Strategies London a couple of weeks' back people were asking why Google didn't allow Adwords users to see where visitors from the content network came from. Well, it looks like Google may just be about to start doing that. In an article in the New York Times, Google's Kim Malone, director of online sales and operations for Google AdSense, says:

In the next few months, Google’s advertiser reports will begin listing the sites where each ad runs

She went on to add:

that advertisers on the Google networks would soon be able to bid on contextual ads on particular Web sites rather than simply buying keywords that appeared across Google’s entire network.

If you are a an Adwords advertiser this will indeed come as welcome news and should mean, if you're already doing it, that you'll spend less time with your head in the log files.