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Article: Google's launch of ad exchange set to shake up market.
- Article from:
- New Media Age
- Article date:
- September 24, 2009
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The launch of the DoubleClick Ad Exchange will help transform the online display market, according to industry insiders.
As revealed by new media age, Google-owned DoubleClick unveiled details of its ad exchange to agencies and publishers in July (nma 23 July).
The exchange, which allows buyers and sellers to trade ad space in real time, will enable Google to tighten its grip on the display market.
It has been welcomed by the industry, though, which believes the move will help the exchange market.
James Briscoe, deputy MD of media agency Unique Digital, said, "It'll put ad exchanges on everyone's agenda. Google will have a massive ...