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Direct Response Marketing

Google Launches Latest Display Advertising Product

23 Sep, 2009 Response This Week


MOUNTAIN VIEW, Calif. – Google launched a display-ad exchange last week in an attempt to bring its technological search successes to the display ad market. The new product is the first since Google’s $3.1-million acquisition of DoubleClick in 2008.

DoubleClick Ad Exchange offers an open and transparent marketplace that aggregates buyers and sellers of online display advertising. The program integrates Google AdWords and AdSense to help buyers and sellers.

Ad Exchange allows buyers — the ad networks and agency holding companies operating networks — immediate access to inventory for their campaign goals. Also, it offers targeting, defined bids and budgets and frequency caps on inventory purchases. The program includes a real-time bidding system so that buyers can leverage their proprietary data and bidding for more control over media spend.

On the advertising selling side — the publishers — Ad Exchange can leverage real-time technology across the largest pool of buyers to open up the chance to capture additional revenue and increase overall yield on their inventory across multiple buyers while maintaining complete control.

Google says ad inventory available in the system will reach 76 percent of the U.S. audience and 73 percent of international audiences. At the moment, 40 ad networks are participating in Ad Exchange, including most of the 25 largest advertisers in the United States.

“Display advertising is still not really living up to its full potential,” says Neal Mohan, vice president of product development at Google. “From our standpoint, Google is focused on growing the display business for ourselves but the means to do that is to grow the pie for everybody.”


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