My suggestion is for players to be able to have certain words appear in a different colour or chat tab in trade chat. For example, I want to buy a Nightblade recipe. In my settings I could choose to have the word Nightblade appear red in chat to attract my atention to it or for all adverts mentioning Nightblade to appear in a seperate tab. Obviously it may just attract my attention to someone buying the recipe just like me but at least it will give you an idea of what you need to be paying for it etc

The reason for this suggestion is that at the moment peoples adverts scroll through chat so quickly that it's difficult to keep up.