Google has unveiled its DoubleClick Ad Exchange, a long anticipated effort to bring its display advertising offer up to speed with its industry-leading search advertising platform. The platform is meant to compete against Right Media, which Yahoo acquired in 2005.

DoubleClick Ad Exchange allows ad networks and media buyers to bid in real-time on advertising inventory, a feature Yahoo’s Right Media lacks. Its unclear now how exactly the exchange affect ad networks which are at once its competition and constituent.

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