Google has announced the Simplify the system for buying and selling display ads: For example, our DoubleClick ad serving products help advertisers and publishers manage campaigns and ad formats across thousands of websites and from thousands of advertisers.
2. Open up the ecosystem: We want to democratize access to display advertising and make it accessible and open, like search advertising. We recently launched the AdWords advertisers can run ads with the same AdWords interface through the exchange. Ad Exchange sites are considered part of the Google Content Network. Ad Exchange placements will appear like any other Conent Network Placement in AdWords reports. Users can still use the Placement Performance Report to see where their ads have run, and which ones performed best. Google does note, however, that Ad Exchange sites can choose to remain anonymous, and in cases like that, the site will appear in your reports with an anonymized label like "123456.anonymous.google." You have the power to exclude these placements though.
Google says AdSense publishers will also benefit from more advertisers coming through the exchange. The company recently announced
Publishers using the Ad Exchange can use real-time data and bids to allocate ad space that pays the most at any particular second. They get access to more advertisers, Google manages billing and payments from networks, so publishers get one monthly payment.
Ad networks and agencies get access to more publishers, more ad space, real-time bidding, and a new API, which lets them integrate their own functionality and systems when using the Ad Exchange.
Google's move is largely seen as its way of cutting into Yahoo's share of the display advertising pie. This is one area where Yahoo has been quite successful, as Google has dominated the text ad market.
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