From the press release:
Varick Media Management is the first digital media management company that allows media trading in real time across all online exchanges, ad networks and websites. Similar to hedge funds, we also use proprietary algorithms to manage our client’s investments and deliver the best ROI. Our algorithms enable us to aggregate audiences and optimize the media mix," said Darren Herman, Founder and President, Varick Media Management.
According to the Varick Media Management blog, they're "super excited." Beyond VMM's eloquence, with this and previous announcements, the ad exchange model takes another step in affecting real strategic change in the world of advertising as forward-thinking agencies begin to take there place as not only buyers, but traders on the exchange.
Paid Content quotes from the release that VMM will "set clients up with the use of online ad exchanges and media trading, as well as ad networks, investment management advice, audience analysis."