Web ad marketing has managed to propel Google from the ranks of a simple search engine to the world's most powerful company (yeah, you heard me right). Announcing the release of its new program, DoubleClick Ad Exchange, Google transformed itself into a giant real-time ad bidding machine.

Neal Mohan, vice president for product management at Google, revealed in a blog post DoubleClicks's Ad Exchange main goals: “Simplify the system for buying and selling display ads […] Deliver better performance that advertisers and agencies can measure […] Open up the ecosystem.”

Combining DoubleClick's already in use platform with the new Ad Exchange service, Google presented a “buy” and “sell” environment for major ad networks and simple users alike, where they can simply bid and win AdWords advertising space. And voila, all the previous services Google seemed to be launching without any proper thinking and giving the impression that it was only going for the quick advertising money have managed to integrate into one another and provide a huge web marketing platform suitable to go after Yahoo's Right Media Exchange.

But after recent Google Books scandals, the company will surely try to avoid taking down all its competition as a safety measure to keep itself out of monopoly and anti-trust lawsuits.

What is known is the fact that these new services will give more ad control to the advertisers themselves and avoid them bleeding money in the dark parts of the Internet where clients barely walk.

Users selling ad space are also in a more advantageous spot, having new tools at their disposal to limit the kind of ads and their sources from appearing on their websites.

“You don't need to change any of your account settings to start allowing these ads to compete […] Also, you can continue to use the Ad Review Center to control which certified ad networks can appear on your site. Opening AdSense to certified Ad Exchange participants means that more advertisers will be able to bid on your ad space.” said Sean Harvey, business product manager, and Scott Spencer, group product manager, in a post for the Google AdSense blog.

A presentation video was kindly provided by Google's AdSense team.