ST LEONARDS, NSW: Australia's leading digital advertising and online marketing agency, emitch, could be unceremoniously toppled from its numero uno pedestal by a newly forged triple alliance between Clemenger Communications, Omnicom's OMD and independent digital media buyer NetX.

None of the parties were wiling to comment on the upcoming deal that insiders say will result in a digital ad-buying alliance with billings of up to A$60 million ($46.99m; €35.81m; £23.94m), a level that could overtake emitch as market leader.

Emitch ceo Lee Stephens is unfazed at the prospect of a large dark horse breathing down his neck. He points to his company's forecast last October when it predicted second-half online billings would exceed A$30m. The actual figure will be confirmed next week.

Says Stephens of the new alliance: "Combined billings of A$50 million or A$60 million is a great effort and it's great to have credible competition in the market but I have my doubts about them being number one."

Data sourced from Sydney Morning Herald; additional content by WARC staff