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 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.

The potential for a paperless...

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