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It is certainly going to take some time to perfect the electronic system of an ad exchange that performs in the same likeness of what's available for the financial industry. We believe TRAFFIQ is moving in the right direction of addressing unsold ad inventory by bringing publishers and advertisers into the open market.

having spent 20 years on wall street, including developing and/or interrogating more than two dozen electronic exchange platforms--and since migrating to fringes of the media industry for the past 6 years---i'd like to think that my exposure to both industries puts me in the unique position of opining about the topic of ad exchanges.

the most striking observation i can make is that the advertising industry is experiencing much of the same evolution "build it and they will come" mindset insofar as electronic 'trading' as the financial markets encountered during the last 15 years. The blending of tech-based solutions with traditional practices is a non-trivial undertaking; what the ad industry is clearly missing is expertise in designing platforms that actually meet the needs of its constituents, and more importantly, designing business models that inspire targeted users to actually contribute liquidity and benefit from an equity stake that would compel the 'players' to participate.

Succinctly, developing exchange platform(s) is an art and a science that the ad industry currently lacks. There is an un-addressed need to recruit objective experts that bring to the table both technology and business model expertise--individuals that are sensitive to the needs of a user friendly platform that can address all of the needs of respective constituents.