Google refresh advertising trading system

According to Reuters, Google announced the formal launch of DoubleClick exchange advertising trading system, which seen as a very important step Google expands operations in graphical display ads.   March last year, Google completed the acquisition of one Internet advertising company--DoubleClick with a price more than 3 billion U.S. dollars. Google hopes the deal makes a complement to its text ads on search results and provides customers with visual display advertising. Yet this market is mainly by occupied by Yahoo and Time Warner's America Online.   Ad Exchange Trading System is playing an increasingly important role on the Internet advertising industry. It is mainly provide a platform for advertising publishers to auction not sold advertising space on their websites; highest bidder will win the right to publish Advertising.   However, because Internet users spend much more time on social networking sites and blog than on portals and thematic websites; the current online advertising market is very fragmented. This is the first time that Google integrates DoubleClick ads exchange trading systems with their own advertising system and technology.     Neal Mohan, Google Vice President expressed they hope that display advertising can be as today's search advertising, more open and more accessible. Neil Mo Khan also pointed out that the new version of the DoubleClick exchange trading system uses some special tools that enable advertisers to have a more precise positioning and the results monitored to their audiences.     In addition, Google will associate DoubleClick exchange trading systems with their own AdWords and AdSense ads auction system, which will be greatly enhance its users and the number of Web publishers.   Google said that, currently, there is more than 40% of the advertisers stand in a situation of ad space vacant because of loss of effective way to auction advertises.   William Morrison, analyst of U.S. investment firm ThinkEquity Partners said, the launch of DoubleClick exchange trading system will allow Google to show the dominant position in the trade field of display ads.   In July of this year, Google CEO Eric Schmidt claimed display ads will be Google’s the next "several billions of dollars business."     According to a survey of analysts, Google won revenues of 22 billion U.S. dollars last year; a large proportion of the revenues are from its paid search advertising business.   As a wholesaler based on the internet, ePathChina.com, absolutely, concentrates on the move of Google, as ePathChina.com ( www.epathchina.com ) may need some information while processing website optimization.

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