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Google Unveils Market for Display Ads

Friday, September 18, 2009

Google Inc. Friday announced a highly anticipated service that will make it a middleman for selling graphical ads over the Internet. The technology, called the DoubleClick Ad Exchange, resembles a stock exchange for display ads, ads with images and text that appear alongside content on a Web page. It allows companies that buy ads to bid for ad space across lots of different Web sites, from blogs to major entertainment properties, in real-time based on what publishers want to sell that second. Today display ads are often purchased ahead of time through negotiations with individual Web sites or networks of sites, a process which leaves publishers with lots of unsold space.

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