Latest SEO News (Ref : Agencies, Saturday 19th September 2009) .
Google's New Engine to bite Yahoo and Pie (Launch : DoubleClick ad Exchange)
Search-Savvy technique injected to new ad system
GOOGLE said itis launching anew version of anonline ad exchange, enabling advertisers and publishers to buy and sell advertising space. "We are excited to announce the new DoubleClick ad exchange, a step towards creating a more open display advertising ecosystem for everyone," Google said in a statement.
Hoping to take an even bigger bite out of ad budgets, Google has melded the technology powring its lucrative search marketting network with a system that it bought 18 months ago to sell online billboards and other more visual commercials, including video.
The long
awaited combination poses another threat to yahoo Inc, whose profits have been sliding the past three years. Yahoo is the internet's largest seller of display advertising, a mantle that Google has set its sights on. Microsoft Corp and time Warner Inc's AOL also operate large exchanges that help manage display ads.
In 2007, the search engine site has signed a difinite agreement to acquire DoubleClick Inc for $3.1 billion in cash from San Francisco-based private equityfrom Hellman & Friedman along with JMI Equity and management. The ad exchange is a real time marketplace that would help large online publishers as well as ad networks and agency networks.
The DoubleClick ad exchange will help create a more open marketplace and is a major step towards that vision, we believe that growing the display advertising pie foreveryonewill greatly enhance the web experience foradvertisers, publishers, and ultimately users, Google vice-president Product Management Neal Mohan said.
Ad exchange would comprise Google's own advertising auction systems Adwords and Adsense programmes, expanding the number of buyer and seller that would use the online exchange.
Google has been working on the upgrade since it bought DoubleClick Inc for $3.2 billion a year-and-a-half ago. Google prized DoubleClick largely for its tools for selling and serving display ads. Although they are more dynamic, display ads so far haven't proven to be as popular as the text ads that appear alongside search results.
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