Google gains on Yahoo in race to win big display ad money:
Google is championing a new stock market-like system for buying display ads. Using its exchange, ad buyers and sellers are matched to ad spaces in a real-time auction. Ad buyers calculate how much they are willing to pay for a particular ad position on the fly, based on how likely the ad is to be seen by the types of viewers they are targeting.
Google released its new technology, called the DoubleClick Ad Exchange, in September. Yahoo has run its own exchange, called Right Media, for years, but has only recently begun to roll out real-time bidding.