Google (GOOG) Reworking Doubeclick Exchange To Introduce Display Ads

Google (Nasdaq: GOOG), the leader in text based advertising, is now looking to conquer the graphical ad market that is dominated by rival Yahoo (Nasdaq: YHOO).

Google introduced its revamped DoubleClick Ad Exchange yesterday which is a public exchange that allows publishers to offer excess ad inventory they can't sell to advertisers looking for a bargain. Google said the exchange will integrate with DoubleClick's ad exchange with Google's own technology.

"Better technology can help make display advertising work better for all involved," Neal Mohan, Google's vice president of product management, said in a statement. "We're focused on growing the display advertising pie for everyone. The DoubleClick Ad Exchange is a major part of that goal."

Yahoo, which runs the largest online ad exchange through RightMedia, an exchange it purchased in 2007 for $680 million.
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