Description:
NEW YORK Google is taking the wraps off its overhauled ad exchange, which it sees as a key part of the effort to reinvent online display advertising.The DoubleClick Ad Exchange is designed to operate like the New York Stock Exchange, matching buyers and sellers of online ad space in a real-time marketplace.

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Technology Advertisement NEW YORK Google is taking the wraps off its overhauled ad exchange, which it sees as a key part o... The DoubleClick Ad Exchange is designed to operate like the New York Stock Exchange, matching buy... Buyers, in this case ad networks or agency networks, bid on an impression-by-imp... basis for inv... Google will create liquidity in the exchange by linking it to its AdWords ad system and AdSense p... The exchange will compete with others. Google paints the effort as part of a broader push to reinvigorate display advertising, which has... The combination of higher-end inventory from DoubleClick publishers and AdSense could make the ex... VivaKi will have a seat on the exchange, but it also operates a private exchange, built off Googl... Google said "most" of the top 25 U.S. ad networks have seats on the exchange, along with agency g... The exchange and any response from Google rival Microsoft could mean agencies will become less de... Publishers like About.com, News International and Sky Digital Media will contribute inventory to ... While many top publishers have complained that trading mechanisms have devalued their ad space, t... Subscribe to Adweek Subscribe to Newsletter Advertising Reprints Archive Special Advertising Sections Affiliates