New Google Advertising Exchange To Open Up The Ecosystem

Google is announcing a new DoubleClick Advertising Exchange, which will help both publishers and advertisers simplify their transactions with online display advertising. For instance, the exchange will allow publishers to sell unsold inventory in real time.

Here are Google's top three goals with the Advertising Exhange:

1. Simplify the system for buying and selling display advertising
2. Deliver better performance that advertisers and agencies can measure.
3. Open up the marketplace

The ad exchange will cause advertisers to use DoubleClick's ad buying platform, which may be a point of concern for some advertisers and publishers. Also, this exchange will help Google conquer a larger piece of the display ad pie.