Stock brokers ... or media planners?

Now ad execs have their own acronym to pace over and shout at interns about. Contextual ad company ContextWeb is set to launch the ADSDAQ, the first online advertising exchange, Prime Newswire.

The ADSDAQ exchange allots firm bid/ask pricing control to all traders, which will include publishers and advertisers. CEO Anand Subramanian of ContextWeb considers the bid/ask structure critical to a successful exchange.

ContextWeb will execute trades on behalf of its own ad and publishing clients when the exchange formally opens this summer.

With over 350 advertisers and 1,000 publishers, ContextWeb is the 27th-largest ad-supported property according to comScore Media Metrix.