SAN FRANCISCO — Google is pushing for a second act.
The company has built its fortune almost entirely on the back of small text ads, which appear alongside its search results and on sites across the Web. Now it is stepping up efforts to make inroads into graphical display ads, a business long dominated by Yahoo.
On Friday, the company plans to introduce a long-awaited new version of an ad exchange, like a stock market, where advertisers and publishers can buy and sell advertising space, filling spots in Web pages on the fly.
Google’s chief executive, Eric E. Schmidt, has said repeatedly that display advertising offers one of the company’s best prospects for expansion, now that growth in its text ad business has slowed significantly. The new advertising exchange is a cornerstone of Google’s display strategy, and one of the main reasons Google bought the ad company DoubleClick last year for $3.1 billion.
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