Google To Launch Display Ad Exchange

For years Google has struggled with display advertising and made its money off of small text ads, while others, most notably Yahoo, dominated the display ad market. Believing that display advertising offers one of the best methods for growth, Google purchased the display ad company DoubleClick last year. Now after integrating its own efforts with the company’s platform, Google is ready to launch a display ad exchange known as DoubleClick Ad Exchange, a marketplace for buying and selling display ad space. Google says its ad exchange will simplify the process of buying and selling ads. It will also allow hundreds of thousands of  AdWords and AdSense users to utilize the exchange for ads and ad space, essentially reaching the entire Internet. It remains to be seen if Google will be successful in its new venture and how it will compete with Yahoo. For its part, Yahoo has expressed confidence in its own display ad practices. According to the New York Times, Frank Weishaupt, Yahoo’s vice president for North American marketplaces said: “We are very confident in our capabilities. We will continue to innovate and do our best to control our own destiny.” [via NY Times]