Writing on the main Google blog, Neal Mohan - vice-president of the company's product management team - noted that the new service would bring industry players together in an environment where prices are set "in a real-time auction" and where ads and ad space can be allocated efficiently.

 

This, he said, "improves returns for advertisers and enables publishers to get the most value out of their online content".

 

Mr Mohan went on to observe that the DoubleClick Ad Exchange will play an important part in the Google goal of enhancing the web experience for both advertisers and publishers but predominantly for typical users.

 

Earlier in the month, Google brought out Web Elements, a feature that allows webmasters to increase their AdSense revenue through aggregating other Google products on their sites, such as the company's own news service, custom search options and its calendar.

 

Custom search, for example, enables users to earn money through search while offering browsers an information portal that is more intuitive.