Google ad exchange launches

Google has launched its long-awaited ad exchange, the DoubleClick Ad Exchange, as it looks to compete against Yahoo-owned Right Media.


Google unveiled details of its ad exchange to agencies and publishers in July (nma 23 July 2009), allowing buyers and sellers to trade ad inventory in real time. It allows Google to strengthen its position in the display market.

Publishers will have control over where their ads appear and the ability to block specific advertisers, networks and formats.

Laurent Cordier, DoubleClick Ad Exchange European sales director, said, “With its complexity and measurement difficulties, many advertisers aren’t bothering with display ads. In turn, publishers aren’t getting as much revenue as they could, which isn’t good for the web. Our display advertising business, which includes the Google Content Network, YouTube and DoubleClick, is designed to grow the display advertising pie for everyone.

“Our goals are to use our technology, infrastructure and advertising expertise to simplify the system for buying and selling display ads, deliver better performance that advertisers can measure, and open up the ecosystem allowing users, advertisers and publishers to participate,” he added.

Louisa Wong, head of network advertising at Sky Digital Media, said, “The recent emergence of ad exchanges is an interesting development in our advertising ecosystem, serving both buy and sell sides with complementary propositions. For buyers, they provide access to remnant inventory for the purpose of delivering direct response campaigns. From a publisher’s point of view they help us to monetise remnant inventory while controlling buyer access.”

Google bought DoubleClick for $3.1bn in April 2007 and this is the first major overhaul of the latter’s ad exchange since the acquisition.

Customers working on the old exchange will migrate to the new version from this week.

News of the launch comes after new media age revealed Jeannie Gammon, head of media platforms at DoubleClick, is to leave the company at the end of the month ( 15 September 2009). Cordier refused to comment on who is to replace Gammon.

Last month Google opened up its AdSense ad network to third-party networks for the first time ( 28 August 2009).

This story first appeared on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here