News: DoubleClick Ad Exchange
Two days ago, Google announced the DoubleClick Ad Exchange, a system for advertisers to buy inventory from publishers.
It would seem that the product is aimed mainly at large advertisers and advertising networks on one hand, and large publishers on the other. As a result, it would seem that for most OpenX users, this announcement will have little immediate relevance, although the exchange does support smaller advertisers through AdWords and smaller publishers through AdSense, which hopefully means that at the very least, OpenX users will be able to obtain higher levels of income from their AdSense banners.
Ultimately, though, Google’s announcement is welcome news for OpenX users as it seems to confirm that online advertising is slowly moving towards an open exchange market, where smaller publishers will be able to participate in online exchanges, like the OpenX Market, which will allow advertisers to more easily access obtain the most useful inventory for them, which should translate into higher earnings for publishers.