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In a media release Mr Britt said; 'This enables advertisers to define both the type of individual they want to reach and how much they're willing to pay for individual ad impressions - this signals major change for the media industry.'
He said that in the US real time bidding had taken off strongly, and while only 3 per cent of advertisement placements was conducted using a real time exchange in March 2010, the figure had now soared to 64 per cent.


















