The new marketplace will set prices in a real-time auction to the match decision-making of buyers and sellers, in a bid to increase performance for buyers and yield for publishers.
In addition, the exchange will increase the pool of advertisers and ad space available by adding AdWords and AdSense sellers into the new exchange. It will also actively encourage other advertising networks to join.
Pubslishers will have control over where and when their ads appear, with the ability to block specific advertisers, networks, formats and bid type.
Google will make all payments and collect the bills from the networks on a publisher's behalf each month.
Ad networks and agency networks will also have the ability to help them to modify the way they interact with the exchange to integrate their existing functionality.
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