Apparently DoubleClick's new ad exchange is a bit more than vaporware, or a pretty bow to put on the package to entice potential acquirers. DoubleClick announced plans for the exchange in April, shortly before Google announced its plans to acquire DoubleClick.
The product is apparently still in the works, as it was trotted out this week at Ad:tech in San Francisco, according to DMNews. According to the report, "DoubleClick would not mention which publishers are using the exchange, but there are 35 combined publishers and advertisers currently using the service."
If the exchange does get built, and Google does acquire DoubleClick, that will make one more way for Google and Yahoo to compete head-to-head. Yahoo put its money behind Right Media, and announced plans to participate in the Right Media Exchange, last October.
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