Marketers are looking to real-time bidding as a way to reach Web users at the precise moment when they are viewing content that is relevant to a particular marketing pitch. Google's DoubleClick Ad Exchange offers real-time bidding, and Yahoo!'s Right Media and Microsoft's AdECN exchange are testing the technology. Edward Montes, managing director for Havas Digital North America, says that real-time ad placement is desirable because "you can use less media, because you're using more selected, or more efficient, media."

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