"DoubleClick, which seeking to be acquired, says within five years the DoubleClick Advertising Exchange could produce most of its revenue. "We already have the largest sellers and the largest buyers," CEO David Rosenblatt is quoted as saying. "This will link them for the first time."
The exchange will let advertisers see what competitors bid for particular ads, and it will let publishers attempt to sell their ad inventory at the highest possible price. DoubleClick has signed up 35 publishers, advertising networks, agencies and advertisers to test the system, which is expected to launch in the third quarter.
Forrester Research analyst Shar VanBoskirk says DoubleClick is a shoe-in to lead in the exchange market - a natural fit - and it's poised to dominate the space and leave first entrants (Right Media) in the dust, if it moves quickly enough.
The news certainly makes DoubleClick a more attractive acquisition. Both Google and Microsoft are reportedly courting the company. Its owner, private equity firm Hellman & Friedman, is apparently asking for more than $2 billion."