Google has introduced a new version of the DoubleClick Ad Exchange, the first since the search giant acquired the ad exchange on March 11, 2008.
The new DoubleClick Ad Exchange will integrate the ad exchange’s inventory network with Google’s existing ad inventory into one open marketplace in which prices are set in a real-time auction. The aim is to make display ads and ad space allocation operate more efficiently and simply, in a somewhat fragmented market.
“Fully integrating DoubleClick and Google is big news, because now everyone who works with either one of them has the ability to use these tools and to integrate the advertising they are running through this,” said Nate Elliott, principal analyst at Forrester Research. “And almost everyone in the industry works with at least one of them.”
The new DoubleClick Ad Exchange will operate as a real-time marketplace that evaluates the display advertising values in real time, calculating the value of each piece of inventory in more detail than in the past. The idea is to help publishers find the best inventory to put into the ad network, which in turn will help advertisers choose from a better inventory.
“To date a publisher picks what they assume will be low quality inventory to put into the exchange, but if Google can convince publishers to do real time inventory comparisons, then they can put every piece of inventory on the exchange and that that brings more inventory into the exchange and better quality inventory into the exchange,” added Elliott.
