[surferbayarea]

Ideally the ad exchange should be an independent and open system like the stock exchange. A user's private information should be carefully federated and controlled access given to various advertisers. This exchange should not be controlled by Google, but should be an open system. Just like you can buy shares for a business, you should be able to buy advertising rights to a user(or set of users). The money paid by advertisers should flow to the user.