NEW YORK: Seemingly oblivious to the 'For Sale' ticket hanging over its head [WARC News: 29-Mar-07], US online advertising metrics specialist DoubleClick on Tuesday revealed plans for an eBay-style market for buying and selling digital ads.

In a move that will bring web publishers and advertising buyers together, the new service will enable advertisers see what competitors bid for particular ads and counter-bid if they wish.

Says ceo David Rosenblatt: "We already have the largest sellers and the largest buyers. [The exchange] will link them for the first time."

He sees the venture as the centerpiece of a growth plan that may contribute the majority of the company's revenues within five years.

Data sourced from New York Times; additional content by WARC staff