Google chief executive, Eric Schmidt, has hinted that the internet giant is planning to launch an ad exchange allowing brands to bid for display inventory across YouTube and other sites in the Google Content Network.
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.
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