Google Utilizes DoubleClick with New Features

Google announced its new advertising exchange, the DoubleClick Ad Exchange that will allow for a competitive edge against the market for online display ads. Although Google acquired DoubleClick over a year ago, we have not seen many changes in the system until now. According to Reuters, the new features, represent “a key plank in Google’s plan to supplement its market-leading business of serving text-based ads alongside Web search results with the more visual, graphical ads that appear on websites”.

As it stands, Yahoo!’s websites serve the largest numbers of display ad impressions in the U.S. The changes to Google mean that it will now merge DoubleClick’s exchange with its advertising systems, AdSense and AdWords, growing the number of users that can use the exchange. Reuters adds, “Ad exchanges play an increasingly important role by providing a forum for publishers to sell the unsold ad space on their websites to the highest bidders”. Moreover, the DoubleClick exchange features tools that allow brand advertisers to more precisely target audiences and to monitor the results.

Could the new exchange bring forth the right amount of competition for Yahoo! to worry?