Leading Australian online publishers Mi9, Yahoo!7, Fairfax Media and News Limited are in confidential talks to create a premium advertising market in a move designed to challenge the display network of digital behemoth Google, reports The Australian.
According to the newspaper, talks between the parties are so advanced that names for the marketplace are already under discussion. A new platform would provide advertisers with a way to easily buy premium online advertising space at high volumes/
It is understood senior executives from three of the four companies travelled to New York last month for meetings with a technology company to provide the real-time bidding technology that would power the exchange.
Mi9 chief executive Mark Britt has told newspaper talks are underway. “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,” Britt told The Australian.
Globally established digital publishers have been losing share to Google and its dominant DoubleClick Ad Exchange.