DoubleClick Debuts Web-Ad Exchange Program

DoubleClick, an online ad network, is launching today a new swap program meant to put unsold banner-ad space to work for Net publishers.
MediaMatch, the new automated service, has been in beta testing for the past month. About a dozen companies, including iVillage, NYDailyNews.com and HotJobs.com, have signed on to share house ads across eight broad content categories, including technology, sports and recreation, and women, family and health.
“It’s more for advertisers who are also publishers,” said Jonathan Heller, vp of business and product management for New York-based DoubleClick. “So it’s not for everyone.”
What it is for, however, is filling unsold ad gaps. Heller pointed, for example, to recent AdRelevance figures showing that among the 500 highest-trafficked, ad-supported sites, 179 companies had devoted a total of more than 17 billion impressions to house ads from January to April of this year. In all, he said, $26 million of potential online ad space goes unsold every week.
MediaMatch works on a 1-to-1 banner-exchange basis: Publishers can take out as many banners as they put into the swap–a ratio that will be automatically monitored by DoubleClick. Publishers can control the number of impressions on a daily basis and also have the option to ban any ads, such as from a competitor’s site, from appearing on their sites.
MediaMatch costs a premium of 95 cents CPM more than DoubleClick’s typical fee for use of the company’s Dynamic Advertising Reporting Targeting technology.
With a network of more than 1,300 publishers, DoubleClick estimates that it is currently serving 53 billion ads each month. “From our standpoint,” said Heller, “[MediaMatch] really leverages what we already do.” K