Google AdWords users can now place display ads through the DoubleClick Ad Exchange.
Citing its ongoing desire to simplify the buying and selling of display advertising, to make advertising metrics more comprehensive, and to open the display ad market, Google on Thursday connected its AdWords advertising service to a new display advertising market developed by the company's DoubleClick division.
"We've been working hard to put these principles into practice, and today we're excited to announce the new DoubleClick Ad Exchange, a step towards creating a more open display advertising ecosystem for everyone," said Google product management VP Neal Mohan in a blog post. "The Ad Exchange is a real-time marketplace that helps large online publishers on one side; and ad networks and agency networks on the other, buy and sell display advertising space."
Google completed its $3.1 billion acquisition of DoubleClick last year, a purchase intended to make Google a contender in the display ad business.
With this unified marketplace for display ads -- videos, images, and interactive ads -- and search ads -- the text links that run alongside search results -- Google aims to give Yahoo, the revenue leader in online display ads, and Microsoft a run for their money.
Display ads accounted for about 30% of ad spending during the second quarter of 2009, according to IDC.
The DoubleClick Ad Exchange will connect publishers and advertisers in real-time auction, a process that Google contends enables ads and ad space to be matched more efficiently, thereby improving ad effectiveness and maximizing the value of publisher content.
In addition to trying to make display ad sales and distribution easier, Google has been trying to simplify the process of display ad creation. The company introduced DoubleClick Studio, a platform for designing rich media ads using Flash and Web technology in May.
And in October 2008, it launched Display Ad Builder, a template-driven online display ad creation tool.
InformationWeek has published an in-depth report on Google's upcoming Chrome OS. Download the report here (registration required).
Server Market SplitsvilleJust because the server market's in the doldrums doesn't mean innovation has ceased. Far from it -- server technology is enjoying the biggest renaissance since the dawn of x86 systems. But the primary driver is now service providers, not enterprises.
Top IT Trends to Watch in Financial ServicesIT pros at banks, investment houses, insurance companies, and other financial services organizations are focused on a range of issues, from peer-to-peer lending to cybersecurity to performance, agility, and compliance. It all matters.
Join us for a roundup of the top stories on InformationWeek.com for the week of September 25, 2016. We'll be talking with the InformationWeek.com editors and correspondents who brought you the top stories of the week to get the "story behind the story."