DoubleClick debuts ad exchange system
The New York Times reports that this exchange, for buyers and sellers of internet advertising, is the centerpiece of Doubleclick's growth plan.
DoubleClick views the exchange as the centerpiece of a growth plan and may derive the majority of revenue from the new service within five years, said David Rosenblatt, the company’s chief executive, said in an interview yesterday. “We already have the largest sellers and the largest buyers,” he said. “This will link them for the first time.”
He described the exchange as a mix of eBay and Sabre, the airline reservations system that travel agents use. The service will let advertisers see information about what competitors bid for particular ads, in the same way that eBay shows visitors past bids. And it will let publishers try to ensure that they sell their ad spots at the highest possible price, the way that airlines try to do with the seats they sell.
Google and Microsoft are pursuing bids to buy the company, according to The Wall Street Journal, which said that DoubleClick’s owner, the private equity firm Hellman & Friedman, has priced DoubleClick at more than $2 billion. Hellman & Friedman, which paid $1.1 billion for the company in July 2005.
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