DoubleClick entering Ad Exchange Marketplace
Soon to be bought by (insert company name here) online advertising giant DoubleClick is planning on entering the Ad Exchange business.
According to a NY Times report, the exchange will be a “Nasdaq-like exchange for the buying and selling of digital advertisements.
The move will see DoubleClick go head to head with Right Media, which currently offers a similar setup, although having previously checked it out, without much success. To be fair though, the idea is a fairly good one, at least on paper, and an organization as large as DoubleClick would most likely deliver a much better product than is currently offered by Right Media, which suffers greatly from a lack of quality advertisers.