|
|
Home > Industry information > News
Google opens the new DoubleClick Ad Exchange
17 September 2009
Google's new real-time marketplace for display advertising space, the DoubleClick Ad Exchange, will soon be opened.
The system provides an open marketplace where prices are set in a real-time auction, resulting in display ad space to be allocated much more efficiently and easily across the Web.
"Better technology can help make display advertising work better for all involved," said Neal Mohan, Vice President of Product Management at Google.
"We're focused on growing the display advertising pie for everyone. The DoubleClick Ad Exchange is a major part of that goal."
The new DoubleClick Ad Exchange has been rebuilt using Google's technology and infrastructure.
Features of the new Ad Exchange include a completely new interface; a "real-time bidding" feature to allow ad networks to use their own technology to bid on an impression-by-impression basis; a "dynamic allocation" system, which automatically generates online publishers the highest return for every impression by allocating ads to the highest-paying sales channel, based on real time data; more granular publisher and advertiser controls; payments and clearing managed by Google; and a new API to allow ad networks to extend the functionality of the Ad Exchange.
More recent software industry news
Sony begins shift away from Memory Stick-only support
Data Privacy Day focuses on online reputation
Digital River acquires part stake in Softonic download site for US$26 million
Google launches Nexus One mobile handset
Click here to return to the industry news site.
