Media buying: Electronic media trading

 

US online advertising grew to nearly $10 billion in early 2007, 27% up on the same period in 2006. But 50 websites accounted for 90%of the ad revenue, and the top ten 70%, with ads on search sites tak ...

This article discusses the forthcoming test launch of the new e-Media Exchange, which will enable television advertising time to be traded on-line. It is hoped that the proposed system, now technologi ...

Describes Ad-ID, a Web-based system developed by the AAAA and ANA to build a universal standard for the advertising industry. It is like a barcode which uniquely identifies every advertising asset a c ...

This paper is a WARC-published monograph addressing the fundamental, imminent and unavoidable changes to the way media are bought and sold. It explains the benefits of new electronic data interchange ...

Advertising agencies are slowly beginning to use the Internet. Reasons for the slowness include: conservatism, not enough good reasons offered for change. Media companies fear lack of control and pric ...

Describes how the radio medium in the UK has developed an electronic trading system through a new organisation: JICRIT (Joint Industry Commercial Radio IT). This is a new virtual marketplace. The rati ...

Electronic data interchange is the transfer of data from one computer to another and it is becoming steadily more popular and secure, although it has lagged behind in spot TV advertising. In tradition ...

This paper questions the contribution that new information technology has made to the 'sharp end' of the media business at the interface between the buyers and sellers of advertising. Although the aut ...

Describes progress made with electronic trading (EDI) in the US; in particular a pilot study by the Electronic Cable Committee (TECC), aimed at simplifying the confusion between competing standards an ...

Argues that electronic media trading is inevitable and will bring benefits to advertisers, but will be resisted by those with vested interests to defend. The author starts by explaining how the techno ...

Discusses electronic trading between media buyers and sellers. A system exists called NOMAD, from R&B Ltd. However, the application of E-commerce is hindered by several obstacles. These are not techno ...