DoubleClick opens advertising exchange
The American online advertising marketer DoubleClick announced an advertising exchange on Wednesday. Advertisers and website operators will be able to buy and sell digital advertising on this service, which will function in a similar way to the Nasdaq. For the first time, bidders and providers will be directly connected.
The American online advertising marketer DoubleClick announced an advertising exchange on Wednesday. Advertisers and website operators will be able to buy and sell digital advertising on this service, which will function in a similar way to the Nasdaq. For the first time, bidders and providers will be directly connected.
The service, which is expected towards the end of the year, should further increase the value of the company, which Google, Yahoo and Microsoft are currently vying for (currently around two billion dollars). According to Pressetext.com, there is currently great demand for such a service, but there are still hardly any offers. The biggest challenge on the market is making contact with website operators. The biggest sellers and buyers are already on DoubleClick's customer list, including AOL and MySpace.
The company intends to generate the majority of its revenue from the advertising exchange in just five years.
The service creates transparency: advertisers often do not know on which websites their ads are running. The same applies to the previously confusing price structures: market participants have the opportunity to see how much their competitors are bidding for certain ads. At the same time, as with eBay, DoubleClick ensures that website operators receive the highest price offered. DoubleClick charges a commission for every ad traded on its exchange.
The service, which is expected towards the end of the year, should further increase the value of the company, which Google, Yahoo and Microsoft are currently vying for (currently around two billion dollars). According to Pressetext.com, there is currently great demand for such a service, but there are still hardly any offers. The biggest challenge on the market is making contact with website operators. The biggest sellers and buyers are already on DoubleClick's customer list, including AOL and MySpace.
The company intends to generate the majority of its revenue from the advertising exchange in just five years.
The service creates transparency: advertisers often do not know on which websites their ads are running. The same applies to the previously confusing price structures: market participants have the opportunity to see how much their competitors are bidding for certain ads. At the same time, as with eBay, DoubleClick ensures that website operators receive the highest price offered. DoubleClick charges a commission for every ad traded on its exchange.
