Google wants to shake up the market with online advertising banners
Google wants to penetrate the market for graphic banners by radically restructuring its online advertising exchange Double Click. The US search engine operator is thus putting pressure on Yahoo and AOL in particular, which have dominated this sector to date.
Google wants to penetrate the market for graphic banners by radically restructuring its online advertising exchange Double Click. The US search engine operator is thus putting pressure on Yahoo and AOL in particular, which have dominated this sector to date.
Double Click's new marketplace is to be linked to Google's in-house advertising systems Ad Words and Ad Sense, as the company announced on Thursday according to SDA. The company hopes that this will increase liquidity in auctions in which website operators offer free advertising space for sale. In addition, the new Double Click Ad Exchange will enable advertisers to better target their target groups.
The group bought Double Click at the beginning of 2008 for 3 billion dollars, beating out Microsoft and Yahoo. Google CEO Eric Schmidt recently described display advertising as probably the next big billion-dollar business for the company. Until now, the company has mainly concentrated on text advertising, which appears alongside Internet search results. Yahoo operates the largest marketplace for online advertising with its subsidiary Right Media. Yahoo acquired Right Media in 2007 for 650 million dollars.
Double Click's new marketplace is to be linked to Google's in-house advertising systems Ad Words and Ad Sense, as the company announced on Thursday according to SDA. The company hopes that this will increase liquidity in auctions in which website operators offer free advertising space for sale. In addition, the new Double Click Ad Exchange will enable advertisers to better target their target groups.
The group bought Double Click at the beginning of 2008 for 3 billion dollars, beating out Microsoft and Yahoo. Google CEO Eric Schmidt recently described display advertising as probably the next big billion-dollar business for the company. Until now, the company has mainly concentrated on text advertising, which appears alongside Internet search results. Yahoo operates the largest marketplace for online advertising with its subsidiary Right Media. Yahoo acquired Right Media in 2007 for 650 million dollars.
