September 18, 2009 – Everyone is at least fairly familiar with Google’s current advertising platforms, AdSense and AdWords, the programs that allow companies to create keyword-based text ads which Google then places on relevant websites. When Google purchased DoubleClick in 2007 , it seemed a given that they would eventually branch out their multi-billion dollar advertising model to include display ads, well that day has come.
Google has launched the DoubleClick Ad Exchange, which allows companies to purchase display advertising in a real-time marketplace. According to the official Google Blog:
AdWords advertisers will be able to run ads on sites in the Ad Exchange, using their existing AdWords interface. This means more high quality sites for AdWords advertisers to run display ads on. Similarly, our AdSense publishers will benefit from more high-quality display advertisers coming through the Ad Exchange. You can read more about these benefits on the AdWords Blog and the AdSense Blog.
While this new program has clearly been years in the making, it seems like the payoff and revenue Google is set to make through getting into the display advertising game will make this an incredibly valuable venture for both Google and online advertisers who will benefit through Google’s placements and technology.
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