Online ad network CPX Interactive has joined the DoubleClick Advertising Exchange that connects buyers and sellers of online display advertising.

The DoubleClick Advertising Exchange service makes buying and selling digital advertising faster. Buyers get immediate access to inventory that meets campaign goals through goal-based bid rules, defined budgets, targeting and frequency caps on inventory purchases. Sellers capture additional revenue and increase overall yield by reducing unsold and undervalued inventory.

"CPX's core business is about selling publishers' unsold ad inventory," said Rob Rasko, chief operating officer of CPX, Westbury, NY. "Forrester [Research] has stated that 25 percent of all Internet inventory goes unsold. Further, our industry segment, known as display advertising, is projected to total $6 billion in 2007.

"If you upsized that number by Forrester's 25 percent, the potential of an extremely large and growing up-for-grabs pool of inventory is revealed," he said.

CPX's relationship with the DoubleClick Advertising Exchange is a component of the network's strategy for staking its claim to this "open pool."

"Exchanges represent the most exciting way to attack this new market, due to their bidding/auction format," Mr. Rasko said. "This model promotes maximum efficiency by helping publishers garner the highest price for the inventory, while helping advertisers achieve their maximum return on investment goals."