Electronic Media Trading: New Systems for a Cost-Efficient Media Market

This paper is a WARC-published monograph addressing the fundamental, imminent and unavoidable changes to the way media are bought and sold.

Electronic Media Trading

New systems for a cost-effective media market  

Bob Hulks

INTRODUCTION

In 1996, the April edition of Admapled with the headline Electronic media trading unwrapped and posed the question Will a paperless media buying world produce...

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