Google announced it was buying DoubleClick back in April 2007 for 3.1 billion, and now plans on offering the whole host of sites for more options and higher quality choices for display ad placement using the Content Network.
Google acquired DoubleClick to beef up their display advertising offerings which includes other visual advertising videos, images and interactive ads. Display ads often are more effective for brand awareness, and lift over time, verses direct response text ads. For several industries which have a visual, or image-based product, they can be more effective than text, but often get a lower click-through rate.
DoubleClick was founded in 1996. DoubleClick was taken private in 2005 by Hellman & Friedman and JMI Equity for $1.1 billion. The New York Times reports DoubleClicks revenues were about $300 million/year before the acquisition.
The “buyers” in the Ad Exchange are typically ad networks and agency-run networks with their own ad serving and optimization technologies, while the “sellers” are large publishers.
We’re excited about what the launch of the Ad Exchange means for you, our advertisers. Ad Exchange sites will now be available for you to advertise on, as part of the Google Content Network, through your AdWords account. These sites are made available to you when Ad Exchange publishers choose to allow AdWords advertisers to compete for their inventory, and as long as that inventory meets all AdSense policy requirements.
Read the rest of the announcement and how this addition works with Content Network bidding and placement on the Inside AdWords Blog.
Related Articles
Google DoubleClick TechCrunch Article from 2007
Official Google Blog Announcement
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Hello from Russia!
Can I quote a post in your blog with the link to you?
Sure Polprav. A link back would be much appreciated.
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