Google’s path to the display advertising business has been tortuous. The company began tackling the market years ago. Unable to make serious headway, it bought DoubleClick, and since the deal closed more than a year ago, Google has been integrating DoubleClick’s technology with its own advertising systems. Mr. Mohan said that the new ad exchange was a major milestone in that integration.
Yet in the last few months, Google has also lost a number of advertising executives, including David Rosenblatt, the former chief executive of DoubleClick, who was president of display advertising for Google. Michael Rubenstein, who oversaw the original DoubleClick ad exchange, also left recently to join a start-up.
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