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Google's launch of ad exchange set to shake up market.

Publication: New Media Age
Publication Date: 24-SEP-09 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
The launch of the DoubleClick Ad Exchange will help transform the online display market, according to industry insiders.

As revealed by new media age, Google-owned DoubleClick unveiled details of its ad exchange to agencies and publishers in July (nma 23 July).

The exchange, which allows buyers and sellers to trade ad space in real time, will enable Google to tighten its...

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