Plans for a joint advertising exchange set up between four of Australia’s biggest Internet publishers are so well advanced that brand names are being discussed, The Australian has reported.
Mi9, Yahoo!7, Fairfax Media and News Limited are all reported to be involved in the strategy that will see them launch their own network to try and stem the flow of revenue to Google’s DoubleClick network.
Mi9 chief executive Mark Britt told The Australian: “There have been discussions about a super-premium exchange for several years.
“While there's nothing to announce, we think it'd be a great thing to bring the power of technology and real-time bidding together for premium digital media in Australia."
