The post gives a significant run-up to the overview of the new service. By likening the current display ad inventory situation to having planes flying with a lot of empty seats (I used to love that! I’ll take those three seats for sprawl any day) Mohan makes sure we know that the space is crying for a service like the Double Click Ad Exchange. Here’s the gist of it
We believe that a better system built on better technology can help grow the display advertising pie and benefit everyone.
Three principles underpin our approach to the display advertising field:
1. Simplify the system for buying and selling display ads: For example, our DoubleClick ad serving products help advertisers and publishers manage campaigns and ad formats across thousands of websites and from thousands of advertisers.
2. Deliver better performance that advertisers and agencies can measure: We’re building a host of new features to help advertisers to run display ad campaigns across the Google Content Network (comprising hundreds of thousands of AdSense partner sites) and on YouTube. We’re also developing better measurement and reporting technology so they can figure out what’s working and what’s not.
3. Open up the ecosystem: We want to democratize access to display advertising and make it accessible and open, like search advertising. We recently launched the Display Ad Builder to help businesses easily set up and run display ad campaigns. 80% of advertisers who use that product have never run a display ad campaign before.
AdWords and AdSense advertisers will be able to access the exchange through their existing interfaces so this transition will be as seamless as possible and fully leverage the existing network of advertisers that Google has right out of the gate. Eric Schmidt, Google’s CEO, has always contended that as the search market’s growth has slowed that some of the best prospects for expansion lie in this market.
If you would like to see some more info from the source then the Double Click blog will give you more official insights. In addition the New York Times and paidContent all have posted their takes on this development.
Of course the bottom line is that Google’s reach is continuing to grow and that can either be a source of great concern for some and celebration for others. Either way it sure looks like it’s not stopping any time soon.