DOUBLECLICK, which delivers marketing messages to Web sites and monitors how many clicks they get, plans to announce today that it is setting up a Nasdaq-like exchange for the buying and selling of digital advertisements.

The service may make DoubleClick a more attractive acquisition target, according to advertising industry executives.

DoubleClick, which opened in 1996 as a pioneer in the placement of banner ads online, has evolved into a company that serves — separately — both buyers and sellers of digital advertisements.

For advertising agencies and media buyers, it helps place ads online and gauge the effectiveness of campaigns. For Web publishers — companies that publish Web content and accept ads on their sites — DoubleClick delivers the ads to the Web sites and sells software that helps make the most of available space.

The new DoubleClick advertising exchange will bring Web publishers and advertising buyers together on a Web site where they can participate in auctions for ad space.

Share This Article by Email or Social Web

| Permalink | Trackback
Related Articles