Google is opening its own display-ad exchange today in a bid to bring the technological approach derived from its search-advertising success to the display ad market.
The DoubleClick AdExchange is a rebuild of DoubleClick's old exchange using Google's technology and the first big product launch out of the search giant's $3.1 billion acquisition of the company, completed in 2008.
The new system, under wraps and in testing mode for months, is key to making that acquisition pay off for Google and to helping it take a bigger bite out of the unruly display ad market, which Google has found difficult to tame.
Google's search market matches ad buyers and ad impressions in real time, based on advertisers' bids and a set of targeting criteria. The AdExchange works similarly, but for display advertising. It also includes integration with Google's search ad-sales system, with the idea that it will let search advertisers move money more easily to display and vice versa. In addition, all of Google's network inventory will be available as part of the exchange, not just sites that use DoubleClick for ad serving.
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