Ad Exchange Faces Uphill Climb

NEW YORK The race to establish a viable, stock market-like selling venue for online advertising is heating up, as two smaller players have landed commitments from several well-known Web publishers to sell ad inventory via their fledgling exchange products.

ContextWeb, a network in the vein of Google AdSense, plans to announce this week that it signed 94 new sites in July and August to use its still-in-beta exchange ADSDAQ.

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