Online display advertising, viewed as inefficient and time-consuming for many marketers, has been a tough sell in recent years. Google aims to change that.

In 2010, Google expects the “if you build it, they will come” model to pay off. The company rolled out a new version of its DoubleClick ad exchange in September to open display ad buying to more marketers. “Make it as easy as possible for people to buy display ads, and the pie will grow,” says Neal Mohan, vice president of product management at Google in Mountain View, Calif.

Read More: Forbes