DoubleClick Inc., a provider of digital advertising technology and services, has come up with its proprietary DoubleClick Advertising Exchange service...

Published: 09 Apr 2007

DoubleClick Inc., a provider of digital advertising technology and services, has come up with its proprietary DoubleClick Advertising Exchange service...

DoubleClick Inc., a provider of digital advertising technology and services, has come up with its proprietary DoubleClick Advertising Exchange service, a dynamic online marketplace that connects buyers and sellers of online display advertising for maximum return and efficiency.

According to the company, buyers and sellers are looking for new methods to generate additional revenue that complement existing methods. Sellers find that existing channels often do not maximize overall yield, and that they are being left with significant volumes of unsold inventory. A recent study conducted by Forrester Research, Inc. shows that 25 percent of online advertising inventory is never sold. Another 15 percent is sold off as “remnant” and even more is undersold. In addition, buyers struggle to find the most efficient way to access and selectively target the inventory they want, at the right price.

The DoubleClick Advertising Exchange service solves both problems by providing advertisers, agencies, publishers and ad networks with a dynamic marketplace where they can buy and sell online display advertising - impression by impression - with greater efficiency, transparency and control.

“The marketplace concept is gaining traction among buyers and sellers,” said David Rosenblatt, CEO, DoubleClick.

“The fundamental value proposition for customers is that we are the only company that combines the management of premium and non-premium inventory into one, fully integrated platform that delivers maximum yield across sales channels,” said Rosenblatt.

The DoubleClick Advertising Exchange service is currently in limited testing with a select group of buyers and sellers in the United States. The marketplace is expected to go live in the third quarter and will be available globally by the end of 2007.

Using the new platform, publishers and other sellers make specific inventory available for purchase. Sellers define a minimum bid value - or “reserve price” - for the inventory and specify rules to restrict certain advertisers, formats and content. In parallel, buyers specify the inventory they wish to purchase, and the associated bid value for that inventory. They can also specify a rule to dynamically control the bid so that the bid price is automatically adjusted in line with inventory performance. The DoubleClick Advertising Exchange service has the unique ability to dynamically optimise price for publisher inventory between traditional sales channels and ads sold through the exchange to generate the highest return for every impression.

DoubleClick simplifies the invoicing and payment process for sellers by reconciling all transactions and making payments to the seller, regardless of the number of trading partners.

“Some sellers end up with as much as 80 percent of their online inventory unsold, yet there are buyers out there that can’t get inventory to meet their advertising needs. It’s like an airline that flies planes with four out of every five seats empty while potential passengers are being turned away at the ticket counter,” said Michael Rubenstein, Vice President and General Manager, DoubleClick Advertising Exchange business unit. “For sellers, DoubleClick Advertising Exchange means more seats get filled, while buyers get to choose the exact flight and seat they want.”