Google Launches DoubleClick Ad Exchange - InformationWeek

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9/18/2009
06:09 PM
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Google Launches DoubleClick Ad Exchange

Google AdWords users can now place display ads through the DoubleClick Ad Exchange.

Citing its ongoing desire to simplify the buying and selling of display advertising, to make advertising metrics more comprehensive, and to open the display ad market, Google on Thursday connected its AdWords advertising service to a new display advertising market developed by the company's DoubleClick division.

"We've been working hard to put these principles into practice, and today we're excited to announce the new DoubleClick Ad Exchange, a step towards creating a more open display advertising ecosystem for everyone," said Google product management VP Neal Mohan in a blog post. "The Ad Exchange is a real-time marketplace that helps large online publishers on one side; and ad networks and agency networks on the other, buy and sell display advertising space."

Google completed its $3.1 billion acquisition of DoubleClick last year, a purchase intended to make Google a contender in the display ad business.

With this unified marketplace for display ads -- videos, images, and interactive ads -- and search ads -- the text links that run alongside search results -- Google aims to give Yahoo, the revenue leader in online display ads, and Microsoft a run for their money.

Display ads accounted for about 30% of ad spending during the second quarter of 2009, according to IDC.

The DoubleClick Ad Exchange will connect publishers and advertisers in real-time auction, a process that Google contends enables ads and ad space to be matched more efficiently, thereby improving ad effectiveness and maximizing the value of publisher content.

In addition to trying to make display ad sales and distribution easier, Google has been trying to simplify the process of display ad creation. The company introduced DoubleClick Studio, a platform for designing rich media ads using Flash and Web technology in May.

And in October 2008, it launched Display Ad Builder, a template-driven online display ad creation tool.


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