DoubleClick to Set Up an Exchange for Buying and Selling Digital Ads

DOUBLECLICK, which delivers marketing messages to Web sites and monitors how many clicks they get, plans to announce today that it is setting up a Nasdaq-like exchange for the buying and selling of digital advertisements.

The service may make DoubleClick a more attractive acquisition target, according to advertising industry executives.

DoubleClick, which opened in 1996 as a pioneer in the placement of banner ads online, has evolved into a company that serves — separately — both buyers and sellers of digital advertisements.

For advertising agencies and media buyers, it helps place ads online and gauge the effectiveness of campaigns. For Web publishers — companies that publish Web content and accept ads on their sites — DoubleClick delivers the ads to the Web sites and sells software that helps make the most of available space.

READ FULL ARTICLE…

Discuss this article in our Wine Marketing Forums!

This entry was posted on Wednesday, April 4th, 2007 at 6:42 pm and is filed under Marketing, Tech News. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

Other Network Sites: Wine Reviews, Ratings & Wine Prices | Wine Videos | Wine SEO

Advertisement