Online advertising company DoubleClick has revealed its new marketplace to help increase interaction between buyers and sellers. The new marketplace will ensure that online advertising will enjoy maximum returns and be aimed at a relevant audience to ensure efficient marketing.
A recent study by Forrester Research concluded that 25 per cent of online advertising remains unsold, while a further 15 per cent is often undersold.
However, DoubleClick believe that its new Advertising Exchange Service will bring together advertisers, publishers and advertising networks so that they can buy and sell online ads in a clear and efficient way.
David Rosenblatt, chief executive officer of DoubleClick, explained: "The marketplace concept is gaining traction among buyers and sellers."
He added: "The fundamental value proposition for customers is that we are the only company that combines the management of premium and non-premium inventory into one, fully integrated platform that delivers maximum yield across sales channels."
DoubleClick is a major player in the online advertising industry and has a number of high-profile clients. Therefore, the proposed marketplace system could quickly develop into a success when it is launched nationally towards the end of the year. Meanwhile, a select group of buyers and sellers in the US have already been granted access to the new exchange as part of the system's ongoing testing.
Microsoft, Google and Yahoo! are all currently in the race to purchase DoubleClick.
