Finally after acquiring Double Click for a whooping $3.1 billion, Google will now try to regain what they’ve invested in the company. The Official Google Blog has just announced the launch of the Double Click Ad Exchange – a real-time marketplace to buy and sell display advertising.
The DoubleClick Ad Exchange hopes to achieve what Google AdWords and Google AdSense have achieved so far. With it, Google hopes to create more open display ad ecosystem for everyone. The ecosystem we’re talking about here consists of Ad Exchange Sellers and Buyers, Google AdWords Advertisers and Google AdSense Publishers.
The DoubleClick Ad Exchange would benefit these four players, and so Google said. For Ad Exchange Buyers, the display ad marketplace will give them access to more websites and ad spaces, as well as bid for ad space in real-time. For Ad Exchange Sellers this program would mean more advertisers and more revenues for their ad spaces. Google AdWords advertisers are also to benefit from the DoubleClick Ad Exchange through easy access to the many websites in the Ad Exchange in addition to the websites in Google’s Content Network. While Google AdSense publishers will have their ad spaces exposed to more certified ad networks in the Ad Exchange. Both AdWords and AdSense members can enjoy the DoubleClick Ad Exchange through their respective interfaces and don’t need them to get through the DoubleClick Ad Exchange.
So, if you’re a Google AdSense publisher you can check out how the DoubleClick Ad Exchange will affect you at the Inside AdSense blog. If you’re a Google AdWords advertiser, this is the link that you would want to check out.
Other details about the DoubleClick Ad Exchange are enumerated on this PDF file and also at the Double Click Blog.