Over at our sister blog, Clickz, Zachary Rodgers has some inside information that the anticipated display advertising exchange from Google could launch as early as next week. Google would not confirm or deny the rumor. But, next week is Advertising Week in New York, making it the perfect time to launch the exchange.
The ad exchange will allow publishers and networks to offer up unused ad inventory to a pool where advertisers can bid for the space. The exchange has been developed within DoubleClick, which Google acquired over a year ago.
Right now, the ad exchange leader is Yahoo!'s Right Media Exchange, but Google could quickly take the lead in the marketplace. However, that won't happen as readily (or at all), if publishers are forced to use DoubleClick's Dart for Advertisers (DFA) platform.
What do you think of Google's forthcoming ad exchange? Let us know by leaving a comment.