Buyers and sellers of online display advertising will have a new forum for making deals; at least that is the premise behind DoubleClick’s  latest proprietary product, DoubleClick Advertising Exchange.

DoubleClick CEO David Rosenblatt said the marketplace concept is gaining ground with buyers and sellers.

“The fundamental value proposition for customers is that we are the only company that combines the management of premium and non-premium inventory into one, fully integrated platform that delivers maximum yield across sales channels,” he said.

According to Forrester Research analyst Shar VanBoskirk, DoubleClick is a strong candidate to lead the market exchange model.

One factor making the market exchange model so attractive is a recent Forrester Research study that found 25 percent of online ad inventory goes unsold.

According to a CNET News report, DoubleCick has signed up 35 web publishers, advertising networks, agencies and advertisers to test the system. Two of the companies on board to test the new exchange are ad network Advertising.com and interactive media buyer Media Contacts.