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Ninemsn said that the Ad Exchange will operate similarly to a stock exchange for ad impressions, allowing adverts to be bought on an individual impression basis in real time.

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.

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Beverley Head

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Beverley Head is a Sydney-based freelance writer who specialises in exploring how and why technology changes everything - society, business, government, education, health. Beverley started writing about the business of technology in London in 1983 before moving to Australia in 1986. She was the technology editor of the Financial Review for almost a decade, and then became the newspaper's features editor before embarking on a freelance career, during which time she has written on a broad array of technology related topics for the Sydney Morning Herald, Age, Boss, BRW, Banking Day, Campus Review, Education Review, Insite and Government Technology Review. Beverley holds a degree in Metallurgy and the Science of Materials from Oxford University and a deep affection for things which are shaken not stirred.

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