DoubleClick To Launch Ad Exchange; Dressing Up For Acquisition

DoubleClick, the online ad firm, which is in talks with Microsoft and Google for a possible sale, is in the process of launching an online ad auction exchange, reports NYT. In this online exchange, to be launched in Q3, publishers and ad buyers will participate in auctions for ad space. It has signed up 35 Web publishers, advertising networks, agencies and advertisers to test the system. Two of the testers are Advertising.com, a large ad network, and Media Contacts, an interactive media buyer that is part of Havas. DoubleClick will charge a commission for each ad impression traded on its exchange.
The service will let advertisers see information about what competitors bid for particular ads, and it will let publishers try to ensure that they sell their ad spots at the highest possible price, the story says, describing it as a cross between eBay and Sabre airline reservation system.
The service will have feature such as anonymous auctions from pubslisher, as well as private auctions as well. The company views the exchange as the centerpiece of a growth plan and may derive the majority of revenue from the new service within five years, said David Rosenblatt, the company’s CEO.
Right Media, a company that has a similar system, received $45 million in funding last year, from Yahoo and others.
Related:
Online Auctioneer Right Media Hopes To Reinvent Advertising – Unless EBay Gets There First
Yahoo Makes Ad Moves: Acquires AdInterax, 20 Percent Of Right Media
— <a href="http://www.paidcontent.org/entry/419-google-joins-doubleclicks-list-of-suitors-price-may-surpass-2-billion-r/&quot; title="Google Joins DoubleClick

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