Internet giant Google has created Double Click Ad Exchange, a platform for trading advertising space. Several advertising networks are present on the platform, so clients and agencies only have to log in to see the availability of various spaces.
The platform works like an online advertising auction or 99 acres data exchange that brings together buyers and sellers of display ads : potential buyers can place their bids for the advertising inventory in real time and thus influence the final price of the ad. The auction system is designed to optimize the results of the buyers and the profits of the publishers and content sites on which the advertising is placed, as explained in the Google blog .
Google has integrated AdWords and AdSense into the Double Click Ad Exchange to enable advertisers to easily reach larger audiences with their display advertising and make more efficient use of advertising space.
Double Click Ad Exchange offers a number of options that allow clients to better define the context of their advertising space and receive information about website performance.