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Auction fever is gripping the media industry, and now it’s mobile’s turn to get its own electronic exchange. Last Friday, software and services company Third Screen Media unveiled its Madx Mobile Advertising Exchange, an online marketplace for buyers, sellers and carriers of mobile advertising in WAP, video, MMS and downloadable media. The platform, which lets buyers and sellers auction inventory, aims to improve efficiencies and set technology and privacy standards.
“The exchange brings three people to the table: the ad buyer, the content provider and the carrier,” said CEO Tom Burgess.
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