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Automated media-trading is not a new idea. But getting a system that media sellers and buyers can agree to for the most coveted ad space has proven nearly impossible to create.

Enter MediaEquals, a new U.K.-based player with ambitions to secure the whole world's media inventory on its system. MediaEquals is currently running trials with six major media buyers -- Omnicom, WPP, Publicis, Aegis, Interpublic and Havas -- and with media owners, including BBC Magazines, The Guardian Media Group and Bauer Publishing.

Read the full story on Advertising Age