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BizReport : Advertising archives : April 05, 2007

DoubleClick launches advertising exchange

DoubleClick has begun a limited test in the U.S. of an ad exchange that it expects to roll out worldwide by the end of the year.

by Helen Leggatt

doubleclick%20logo.gifAccording to a report, DoubleCick has signed up 35 advertising networks, web publishers, agencies and advertisers to trial their advertising exchange system, including and interactive media buyer Media Contacts.

With a reported 25 percent of online advertising inventory left unsold, and 15 percent sold at bargain-basement prices, DoubleClick’s advertising exchange will benefit sellers and buyers alike.

"The service will let advertisers see information about what competitors bid for particular ads, in the same way that eBay shows visitors past bids,” said DoubleClick’s vice president, Michael Rubenstein. “And it will let publishers try to ensure that they sell their ad spots at the highest possible price, the way that airlines try to do with the seats they sell."

To clarify, an advertising network is a third party that websites partner with to serve ads on their site in return for a share of the revenue generated. Examples of ad networks are AdSense and Yahoo Publisher Network. Advertising exchanges usually manage unsold inventory and attempt to match sellers and buyers, such as Right Media.

Tags: advertising exchange, advertising network, click fraud, DoubleClick

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