A while back, I wrote that display advertising is too complicated. Today Google announced their entry into the display ad exchange business. Both in their announcement and in this conversation with Neal Mohan from Google, the idea of bringing simplicity to the market is cited as a major driving force. Google also describes the system as if it were the first display ad exchange ever. Of course the reality is a bit different, with Yahoo/Right Media and others having offered exchange capabilitie...
