Google has built its fortune across the Web to a great extent on the back of text ads that appear alongside search results and on websites. Now the search giant is making efforts to foray into graphical display ads, dominated by Yahoo.
The company’s new version of an innovative and interactive ad exchange, just like a stock market, will allow publishers and advertisers to buy and sell ad space, thus filling lucrative spots in different Web pages on the fly.
Eric E. Schmidt, Google’s chief executive, has asserted repeatedly that the domain of display advertising is one of their best prospects for further expansion, especially since growth in its text advertising business has slowed down significantly. In this context, the new advertising exchange forms a cornerstone of its display strategy. This is exactly why Google acquired DoubleClick for $3.1 billion last year.
Google’s display advertising business has been in conceptual stage since the DoubleClick deal closed. The company has been integrating the technology with its own ubiquitous advertising systems. The new ad exchange, Google claims, is a major step in the integration process. According to it, the DoubleClick Ad Exchange will simplify the whole process of selling and buying display advertising.
This will benefit advertisers and benefit a great deal. The end objective is to boost the display advertising pie for everybody involved. The Google exchange will let publishers fill their ad slots only with ads that are highest-paying.
Analysts believe that marketers will now also be able to reach almost 100 percent of the Internet audience effectively and at a high frequency, an opportunity not to be missed by Internet marketers in Winnipeg and Portland.
