Google has claimed that internet marketing services on its DoubleClick Ad Exchange platform have seen improved advertising revenues as demand increases.

In a posting on its official blog, vice-president of product management at the company Neal Mohan stated that publishers can generate up to 188 per cent higher returns than indirect sales to ad networks and third-party buyers.

The exchange works by auctioning off online display advertising space for image-based, video or interactive content, allowing publishers to sell at the right time and advertisers to target their content at the right consumers, he explained.

Mr Mohan said: "We're happy to see that the Ad Exchange has proven itself so useful for so many participants."

He also noted use of the service has tripled, adding the Exchange will now become available to more countries.

Commenting on the statement for Econsultancy, Patricio Robles stated: "At the end of the day, it seems pretty clear that Google's billion-dollar bet on display advertising was a good one."

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