Requirement Analysis for a new Traffic/Ad Exchange

I intend to develop a web application that combines the concept of traffic exchanges with the idea of ad/banner exchanges in a new and original way. The aim is to create an ad serving platform that helps website owners to get quality traffic to their websites, offering an edge over traditional traffic exchanges like [login to view URL] or [login to view URL] which generally provide untargeted or even junk traffic. On the other hand, banner exchanges suffer from the fact that you basically encourage people to click away from your own website (see [login to view URL]). I have some ideas how to overcome these issues. Your task for this project is to critically scrutinize my concept both technically and in terms of business viability. You are also invited to suggest improvements and to bring in your own ideas. The outcome should be a scope or requirements document that outlines the basic features of the platform. Ideally, you would also be willing and capable to realize the platform itself, which would come as a new project.