Google to launch new ad exchange program

A new ad exchange available through Google is preparing for a public launch according to reports. It is expected to debut in two weeks during Advertising Week, an annual exhibition that takes place in New York. The ad exchange will be made available through the DoubleClick unit of Google and it will allow access to excess ad inventory. The excess ads are sold to advertisers at a low rate through an open bidding process.

This ad exchange focuses on display ads instead of Google’s traditional top selling text ads. Display ads include banner and image based online advertisements. In 2008, Google acquired DoubleClick in a way to venture into money making opportunities through display ads.

Although the new display project will not go public for another couple of weeks, Google has opened up DoubleClick on an invitation only basis to some of their best advertising partners. There has been no feedback on the DoubleClick branch since all parties involved are bound by non-disclosure agreements. Google has not released any official word on the launch of DoubleClick.

Read: [Clickz]