SAN FRANCISCO, Sept. 18 (Xinhua) -- Google Inc. on Friday unveiled a new service for buying and selling online display advertising, representing a big step for the Internet search giant to expand into a market now dominated by Yahoo Inc. and other companies.
Called Double Click Ad Exchange, the new service is a "real-time marketplace that helps large online publishers on one side, and ad networks and agency networks on the other, buy and sell display advertising space," Neal Mohan, Google's vice president of product management, said in a posting on the company's blog.
"By bringing them together in an open marketplace in which prices are set in a real-time auction, the Ad Exchange enables display ads and ad space to be allocated much more efficiently," he added.
The Ad Exchange is the first big product resulted from Google's purchase of Internet advertising solutions company Double Click in 2008 for over 3 billion U.S. dollars.
Google has been successful in making money from search advertising -- short, highly relevant text ads alongside search results on its search engine. But the company lags behind competitors like Yahoo in the market of display ad, a type of advertising which usually includes images and videos.
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