Electronic Media Trading
New systems for
a cost-effective media market
Bob Hulks
INTRODUCTION
In 1996, the April edition of Admap led with the headline Electronic media trading unwrapped and posed the question Will a paperless media buying world produce a bombshell or a bonanza, and for whom? (Hulks, 1996a). The article explored how the complex and iterative processes involved in media trading from the initial negotiation through to the traffic instructions could benefit significantly from existing EDI (electronic data interchange) technology by dramatically reducing the need for paperwork.