NEWS

Online Marketplace for buying advertising time

Nine prominent advertisers have joined forces to create and test an online marketplace for buying advertising time, writes The Wall Street Journal Online Articel. The move could revolutionize the way tens of billions of dollars in ad revenue flows into the television industry. Participating advertisers include Toyota Motor, Wal-Mart Stores, Microsoft, Hewlett-Packard and Home Depot. According to multichannel.com ad agencies on board for the pilot test include Interpublic Group’s Magna Global, Omnicon Group’s PHD, Aegis Group’s Carat and Publicis Groupe’s ZenithOptimedia. If implemented, an Internet auction site for TV ad time could accelerate the recent shift in bargaining power to advertisers and possibly drive down average prices, Wall Street Journal Online Reports. Parties interested in this media marketplace can register on www.admarketpilot.com

 

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