DoubleClick to Set Up an Exchange for Buying and Selling Digital Ads

Taken from www.nytimes.com
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DOUBLECLICK, which delivers marketing messages to Web sites and monitors how many clicks they get, plans to announce today that it is setting up a Nasdaq-like exchange for the buying and selling of digital advertisements.

The service may make DoubleClick a more attractive acquisition target, according to advertising industry executives.

DoubleClick, which opened in 1996 as a pioneer in the placement of banner ads online, has evolved into a company that serves — separately — both buyers and sellers of digital advertisements.