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Seems right media uses an exchange system of bidding, somthing like the stock exchange and it will possibly be more transparent than Google. No wonder Google is falling all over themselves rolling out new things that may keep advertisers and publishers loyal to them because they give better toys...well it is not about the toys boys, its about the money honey, or lack thereof, AND being kept in the dark about everything.
This site tells you more and where to sign up for the beta:
Look out Google, here comes Yahoo!