MediaPost Communications is borrowing an idea from the financial world with its RTB 500, an index that will track ad-price movements at 500 publishers' websites. The real-time buying index is set to go live today. "For 30-plus years, I've been trying to get open market data, but I've been frustrated because it's been clandestine, closeted. Markets work well only when people can see what's going on," said Joe Mandese, editor of MediaPost.

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