1. Who are your participating publishers?
We have received strong interest from the DoubleClick client base of the world's most demanding and innovative online publishers. More than 60 premier publishers, advertisers, agencies and networks have signed on to participate in the limited beta testing of the DoubleClick Advertising Exchange service. The beta test, which is oversubscribed, is comprised of leading agencies, publishers, advertisers and networks that rely on the DoubleClick DART platform to manage their digital marketing.

Since the service is still in testing phase, and because sellers may choose to participate in an anonymous manner, we are not at liberty to name all of the participants. However, the list includes many well-known publishers.

When the DoubleClick Advertising Exchange service goes live in Q3 2007, we will be able to provide further details about the buyers and sellers that are using the exchange.

2. Who are your participating advertisers?
The rapidly growing list of leading marketers and agency partners that have joined the DoubleClick Advertising Exchange service include top firms representing a broad range of established Fortune 500 companies and newer, upstart brands.

3. Who are your participating networks?
Networks play a critical role in the buying and selling of digital media. We are delighted that the leading ad networks have joined the DoubleClick Advertising Exchange service beta test, both as buyers and sellers.

4. What is the number of monthly transactions?
As DoubleClick Advertising Exchange is in limited beta testing, we do not have transaction numbers to share at this point. During this phase, live transactions are taking place, and participants are buying and selling digital media. When testing is completed and the DoubleClick Advertising Exchange service becomes generally available later in Q3, we will begin to provide transaction data.

5. What are your dynamic pricing capabilities?
The DoubleClick Advertising Exchange service provides unparalleled dynamic pricing capabilities to both sellers and buyers.

• Dynamic allocation: For sellers, DoubleClick Advertising Exchange generates maximum possible revenue for every single ad impression. The system enables sellers to automatically and dynamically allocate inventory to the highest-paying sales channel, rendering obsolete the arbitrary "premium" vs. "non-premium" (or "remnant") inventory distinctions. Publishers will always get the highest paying ad in the market.
• Dynamic selection: DoubleClick Advertising Exchange allows buyers to target and purchase only the inventory they desire, without the need to buy impressions they may not need.
• Bid rules: Buyers can leverage DoubleClick Advertising Exchange's bid rules, which automatically adjust a buyer's bid in line with historical clickthrough or conversion information to ensure buyers get the highest return on their investments. Bid rules reduce operational inefficiencies and help media buyers focus on revenue-generating activities, rather than on the hassles of manual processes.

6. How many transactions per second in a day?
Please see the response to question 4 above.

7. What kinds of inventory are you selling? Static? Rich media? Video?
DoubleClick Advertising Exchange now supports the buying and selling of all standard types of online display advertising. However, the exchange was built to support a range of inventory, including video, in-game and yet-to-be-developed new forms of digital advertising. DoubleClick believes that marketplaces will play a critical role in the future of digital media management and has designed the service to meet clients' needs, both today and in the future.

8. How can advertisers target their ads?
The DoubleClick Advertising Exchange service has one of the most sophisticated and broad set of targeting options available. The exchange supports standard online targeting elements including time of day, day of week, user location, et cetera. In addition, buyers can target using DoubleClick's proprietary solutions including a three-tier content categorization, site genre and site maturity. Buyers can target participating sites by name or, alternately by using IDs, target sites that are participating anonymously. The exchange also allows buyers to leverage their own data by targeting based on their own user information.

9. What differentiates your ad exchange from other ad exchanges?

• Seamless integration: DoubleClick Advertising Exchange is tightly integrated with DoubleClick's existing DART ad management platform, enabling yield maximization across sales channels for sellers, as well as shared creatives, advertisers, Spotlight Tags and audience targeting for buyers. 
• Dynamic allocation: For sellers, DoubleClick Advertising Exchange automatically determines how to generate the highest return for every impression by dynamically allocating to the highest paying sales channel.
• Dynamic selection: DoubleClick Advertising Exchange allows buyers to target and purchase only the inventory they desire, without the need to buy impressions they may not need.
• Controls and visibility: Sellers benefit from complete control over to whom impressions are sold, what ads are run and at what price. Buyers can use a range of targeting features to improve campaign performance in real time, including tools that enable them to continuously test, measure and modify characteristics like frequency, reach and location.
• Clearing mechanism: DoubleClick Advertising Exchange provides a single billing and payment point for all transactions, greatly reducing complexity and financial risk. Buyers submit and sellers receive a single payment for all impressions sold, regardless of the number of buyers.

10. What are the advantages of an ad exchange serving as a clearinghouse for all billing and payment between parties?
Acting as a clearinghouse for all billing and payment among participants reduces operational complexity and financial risk. For example, let's say a large online publisher works with 12 advertisers, six agencies and three ad networks. Each relationship represents a collections risk, which increases with each new partner. Because DoubleClick guarantees payment for all transactions executed on the exchange, publishers need not concern themselves with the risks and complexities involved with collections. Further, a unified technology platform for buyers and sellers eliminates billing discrepancies, saving hours of time now spent on billing reconciliation. Finally, acting as a clearinghouse enables sellers to allocate inventory to the exchange anonymously.

11. How does your ad exchange ensure neutrality to protect the interests of its ad network members and their clients, the advertisers and publishers?
DoubleClick Advertising Exchange is a neutral transaction platform, designed to match buyers and sellers of online advertising. DoubleClick does not operate an ad network -- we have no inventive to buy or sell inventory -- and remains committed to providing an open platform for facilitating transactions among participants.

A concern among some networks is competition with exchanges. For DoubleClick, ad networks play an important role in the Exchange, which brings together publishers, agencies, advertisers and ad networks in one open, transparent environment. DoubleClick Advertising Exchange provides all participants with the tools and controls needed to maximize return for every impression bought or sold.

12. Can your ad exchange service be integrated with other ad management platforms?
DoubleClick Advertising Exchange is tightly integrated with DoubleClick's existing solutions. Integration with DoubleClick's ad management platforms -- including DART® for Publishers and DART® Enterprise -- enables it to deliver unique benefits such as dynamic allocation, which helps publishers automatically determine how to generate the highest return for every impression. In addition, DoubleClick Advertising Exchange is integrated with DART® for Advertisers, allowing for shared campaign management elements including creative, advertisers, user-lists and spotlight tracking tags.