Internet search engine site Google today said it is launching a new version of an online Ad exchange, enabling advertisers and publishers to buy and sell advertising space.
"We are excited to announce the new DoubleClick Ad Exchange, a step towards creating a more open display advertising ecosystem for everyone," Google said in a statement.
In 2007, the search engine site has signed a definitive agreement to acquire DoubleClick Inc for $3.1 billion in cash from San Francisco-based private equity firm Hellman & Friedman along with JMI Equity and management.
The Ad Exchange is a real-time marketplace that would help large online publishers as well as ad networks and agency networks.
"The DoubleClick Ad Exchange will help create a more open marketplace and is a major step towards that vision, we believe that growing the display advertising pie for everyone will greatly enhance the web experience for advertisers, publishers, and ultimately users," Google vice-president Product Management Neal Mohan said.
Ad Exchange would comprise Google's own advertising auction systems AdWords and AdSense programmes, expanding the number of buyer and seller that could use the online exchange.
Reportedly, Yahoo! currently runs the largest online ad exchange through RightMedia, an exchange it purchased in 2007 for $680 million.
Earlier in 2007, Google's Co-Founder and President, Technology Sergey Brin had said, "It has been our vision to make Internet advertising better - less intrusive, more effective, and more useful. Together with DoubleClick, Google will make the Internet more efficient for end users, advertisers, and publishers."
