Google has long made most of it's profits from small text ads along search. Now, they're attempting to conquer the display ad world with the launch of the new "DoubleClick Ad Exchange." This new service allows advertisers to easily compete to place their ads on a massive amount of ad space across the web.
According to Google's official announcement here
, some advertisers have up to 80% of ad space left unsold. The new Ad Exchange seeks to solve this problem by connecting more advertisers with more publishers in one central place.
You, as an AdWords advertiser, have access to publishers in the exchange through the content network.
This means that if you're not already using the content network, now is the time to get started. The display ad business seems to be where a lot of Google's future focus seems to be and the amount of ad space you have access too in AdWords will likely rise as the exchange grows.
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