Electronic Media Trading: What's in it for the advertiser?
Mike Cobbe argues that advertisers will benefit most from electronic media trading - and that it is they who will drive it forward
Mike Cobbe
The electronic trading of media is, I believe, inevitable, and it will make deep and profound changes to the way the advertising industry operates, just as it has already affected many major advertisers. For these advertisers, trading media electronically has several quantifiable benefits. Among them are lower fee costs, complete transparency and - above all - more impact per pound spent. However, the growth of electronic...