Google boss Eric Schmidt hints at ad exchange launch

During an appearance at Google's Zeitgeist event yesterday, Schmidt declined to answer questions from delegates on how it will sell display advertising in the future saying: "I don't want to preannounce a product launch."

A spokesman for Google told Revolution that the search giant is working closely with advertisers and agencies to "better meet the needs" but that there are "no immediate plans" to launch an ad exchange.

However, a Google Exchange would likely be a self-service marketplace giving advertisers the chance to bid for inventory and tools to manage campaigns across YouTube and other sites in the Content Network

According to industry insiders, it could allow advertisers to define budgets, targeting and the frequency of their ads. Brands could also be provided with detailed reporting on campaign and creative performance.

Earlier this year, David Rosenblatt, president, Display Advertising for Google, said that in the future he sees 95 per cent of ads being sold through an ad exchange.

This article was first published on revolutionmagazine.com