Publishers finally click on a Google challenge

An online ad exchange headed by News Ltd, Fairfax and other local publishers has the potential to take the fight to Google. But it must first demystify automated bidding and then persuade international publishers to join in.

The news over the last two weeks that some of Australia’s largest online publishers were at an advanced stage of working together to build a private ad exchange should be looked at as overwhelmingly positive. Reports indicate that mi9, Fairfax, News Limited and Yahoo!7 are working together to establish a private ad exchange to compete head-on with Google.

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