Google, Yahoo’s Display Ad Competition

Google and Yahoo both dominate their respective niches of online advertisement: while Google is the undisputed leader in search advertising, Yahoo has had a significant lead as far as display ads go, which are banners and other colorful ads. However, Google, has unveiled its proposed counterpart to Yahoo’s display ad dominance, the Doubleclick Ad Exchange.
 
This new technology would change the way that advertisers put display ads on websites for the better, making it easier to buy and sell ad space and to control who sees their ads. Advertisers would also have greater control over where and when their ads are displayed, further allowing them to hone their ads for each specific website and target audience.
 
While Google’s textual ad dominance is hard to dispute, Google has had to look into different ways of generating ad revenue because of the fact that more advertisers are going for cheaper, briefer forms of marketing. So far, Google has had the Doubleclick technology on its hands for over a year, but the company has yet to make significant progress in implementing it.

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