The news of Google's Double Click Ad Exchange was making rounds since many days. Now this news has become official as Google has officially announced the launch of their new DoubleClick Ad Exchange.
As per Google's claim, the DoubleClick Ad Exchange will save the time of publishers and advertisers to get their respective jobs done in the online display advertising. This will help both publishers and advertisers manage their ad campaigns effectively.
With the Double Click Ad Exchange, publishers will be able to get the most value of their online content and advertisers will be able to bid in real-time. Overall, it will improve the returns for both advertisers and publishers. Google handles all the billing and payments for buying and selling of display ads.
Google has based this ad exchange on the following principles:
- Simplify the system for buying and selling display ads to help advertisers and publishers mange their campaigns and ad formats.
- Deliver better performance that advertisers and agencies can measure to figure out what is working and what is not.
- Open up the ecosystem
With this ad exchange, it seems that Google's main competition will be Yahoo!'s Right Media Exchange. The launch of this new thing to help both publishers and advertisers get a bigger piece of the pie, may give Google a bigger piece of the display ad pie.
Google believes that the display advertising pie will greatly enhance the web experience for advertisers, publishers and the users. Their new ad exchange will be able to create a more open marketplace for buying and selling display ads.