The much-anticipated biproduct of Google's $3.1-billion acquisition of DoubleClick has arrived. The DoubleClick Ad Exchange is, in effect, a brokerage for display advertising.
The service matches ad buyers with ad inventory in real-time through auctions, reducing the chances of either a mismatched purchase or unused inventory.
The move attempts to strengthen Google in display advertising to complement its edge in search, but it also encroaches on other ad exchanges under Yahoo and Microsoft.
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