The development of an advertising exchange got a lot of attention. Michael Walrath, founder and CEO of Right Media, which was recently acquired by Yahoo!, was optimistic that a transparent advertising exchange would prevent conflicts of interest between the ad serving and ad selling functions of companies like Yahoo!, Google and Microsoft, which supply both ad serving and inventory. David Moore, chairman & CEO of 24/7 Real Media, which was recently acquired by advertising holding company WPP Group, was not convinced, noting that there was the possibility that a "single winner" could emerge from competition among advertising exchanges. Check out the IAB Live MIXX Blog for pictures and more on this event.
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