DoubleClick Takes Ad Exchange on the Road

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.

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.