Time for a sea change?

Josh Martin

This article discusses the forthcoming test launch of the new e-Media Exchange, which will enable television advertising time to be traded on-line.

Time for a sea change?

Josh Martin

If all goes according to plan – and that's a big if – the revolution will begin in 2007. That's when an industry task force of leading advertisers and media outlets hopes to launch a test of the e-Media Exchange. In that test, television advertising time will be exchanged in an online marketplace.

Lexus, Microsoft, Wal-Mart, Hewlett-Packard, and other large consumer goods manufactures and vendors are championing the initiative. The task force is working with eBay to develop and manage the framework and technology for the project. At stake is...

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