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Ad exchanges, which operate somewhat like the stock exchange for online ads, enable publishers to auction ad space to ad agencies. Yahoo and Microsoft already run their own ad exchanges; what's more, both have a large lead over Google in terms of display ad dominance, in part because they can place ads on their own content pages, such as Yahoo Finance and MSN Money, BusinessWeek points out.

But Google believes it can close the gap fast, placing ads on sites like its popular YouTube destination as well as on partner sites, including The New York Times and a broad array of blogs.

Read the full story on MarketingVOX