Publishers using the Ad Exchange can use realtime data and bids to allocate ad space that pays the most at any particular second.

They get access to more advertisers, Google manages billing and payments from networks, so publishers get one monthly payment. Ad networks and agencies get access to more publishers, more ad space, realtime bidding, and a new API, which lets them integrate their own functionality and systems when using the Ad Exchange. Googles move is largely seen as its way of cutting into Yahoos share of the display advertising pie. This is one area where Yahoo has been quite successful, as Google has dominated the text ad market.