Google has officially launched the new look DoubleClick ad exchange. By adding AdWords buyers and AdSense sellers into the new ad exchange, the platform will have thousands of traders.
So who are the DoubleClick exchange traders? Who will be providing the inventory, and who will be buying it?
The chart below gives you an overview of the DoubleClick exchange ecosystem. Most of the inventory will come from DFP and AdSense publishers and non-DFP publishers looking to trade on the platform. Further inventory will come from the ad networks.
The buy side will consist of agencies, ad networks and Adwords buyers. Agencies, search firms, ad networks and exchange-buying specialists who are not in the “first wave” of invited traders can still bid on ad impressions using buying platforms like MediaMath and InviteMedia.
AppNexus aren't included in the chart, but it should be noted that they will become increasingly important on the buy-side as traders look to effectively use the RTB functionality of the exchange.