Google debuts display ad exchange

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Mountain View, Calif.—Google has introduced its own display ad exchange, based on technology acquired in its 2008 purchase of DoubleClick.

For computer users, Google's DoubleClick Ad Exchange works similarly to the company's AdWords paid search program that matches text ads with user queries, but serves up display ads instead of text.

For advertisers, an ad exchange functions like an auction, with publishers listing to an auction site their unsold ad space for purchase by ad networks and other publishers.

The new Google offering expands on DoubleClick's existing ad exchange by now allowing Google's vast number of AdWords and AdSense advertisers to run their ads and ad space through the exchange.

Yahoo, the online leader in display advertising, owns the largest ad exchange, Right Media.

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