DoubleClick – NASDAQ for online ads
DoubleClick announced today that the company is forming an online exchange to broker advertising between buyers and sellers. You can find good coverage in the NY Times today in this article – "DoubleClick to set up an Exchange for buying and selling Digital ads".
It was only a few weeks ago that I posted about the lack of transparency in ad pricing so it is great to see the emergence of an online market for advertising appear so quickly! DoubleClick is in an ideal position to transition into a market maker because they already have scale coupled with relationships on both sides of the advertising transaction. I am sure that we will see other ad networks adopt a similar approach.
DoubleClick could become a central piece of infrastructure around which other companies can build new products and services. This could be an interesting opportunity for startups to build analytics, programmed optimization services, audit and tracking services etc. in much the same way as there are product and service companies built around the stock markets such as the NYSE or NASDAQ.
If you have ideas for new companies in this space, drop me an email!