The Google DoubleClick: Ad Exchange

Google's Ad Exchange is an open auction in which a bid for inventory is made in real time. Buyers can evaluate every ad impression and select a price they arew willing to pay for relevant inventory.

The Google DoubleClick: Ad Exchange

Ad Exchanges are a progression of two major influences in digital media trading: performance-based buying approaches combined with selling the huge volume (often remnant) of display inventory in ad networks. Ad exchanges are not a new phenomenon. MSN, Yahoo and others already offer networked display advertising inventory sold against performance based pricing models, primarily based on a cost per click (CPC), cost per thousand (CPM) or cost per acquisition/ sale/ lead (CPA/S/L) basis. In contrast, Google's Ad Exchange is an open auction in which a bid for inventory is made in real time. However, the...

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