As I wrote those words – “Display Market” – I sure wish we could get our nomenclature right. Because that term means a lot of things to a lot of people.
In any case, Google today announces its Doubleclick Ad Exchange, which it promises will “simplify the process of buying and selling advertising,” according to the Times coverage.
Google is leveraging it’s competitive advantage: “the new system will automatically allow hundreds of thousands of advertisers and publishers who now use Google’s AdWords and AdSense systems to run their ads and ad space through the exchange.”
Of course they are.
This pits Google directly against Yahoo, AOL, and Microsoft in display, as each of these companies is playing here, though at various levels.
But let’s be clear about what we’re talking about – which is remnant display. This is not a premium publishing play. I’ll have more on that, but the distinction is very important. VERY important.