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AdECN announced their new ‘Federated’ exchange today. What’s the difference? Ad-Networks will be able to bid on AdECN impression in real time.

“Our goal is to provide a fair and level playing field for all the online advertising industry players to play on,” said Jeff Green, co-founder of AdECN. “The federated system simplifies online buying and selling. It will allow ad networks to use their own tools in which they have invested large amounts of time and money, to connect advertisers and publishers across the industry.”

Now as I’ve heard this is something that’s been in the works for quite a while and Microsoft is certainly not alone in moving in this direction. I’ve heard that both Google and Yahoo have been actively recruiting networks for real-time bidding on their respective exchange platforms.

More thoughts on this tonight when I have some more time to write.

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