OpenX Launches Online Advertising Exchange

Online ad exchanges, which work like the Nasdaq stock exchange to match buyers and sellers of ads, are nothing new but they’re starting to heat up again. In the past few years, several of them have been snapped up by Web giants, such as Yahoo with Right Media in 2007 and, last year, Google with DoubleClick, which started an exchange just before the search giant bought it. But with the continuing explosion of Web pages making it difficult for advertisers to contend with all the choices and just as difficult for Web publishers to extract adequate value from that inventory, I think ad exchanges are about to get even more attention.

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