Online Local

Spot TV gets an electronic push

Abby Auerbach

Everyone is talking about EDI. What is it? And why should advertising agencies care?

EDI, or electronic data interchange, is the transfer of data from one computer to another. When computers connect, trading partners can conduct business transactions electronically.

EDI, particularly over the Internet, is becoming steadily more popular and secure. It is therefore surprising, that the practice has lagged far behind in such a technical and computer-based business as spot television advertising.

Negotiating and buying television time is a detailed and complex process. In its simplest form, a typical broadcast or cable purchase is conducted among three trading partners: agency buyer, sales rep and station (or cable system). Once the process has moved from the dynamic negotiation stage to the order and stewardship stage, the trading partners can be burdened with painstaking, repetitive actions.