Online Ad Exchange Faces Logistical Hurdles.
Multichannel News, August, 2006 by Reynolds, Mike
By Mike Reynolds eBay's 'Media Marketplace' Initiative May Need Safeguards The establishment of a pilot program to test the online buying and selling of advertising left those who sell commercial time on cable networks pondering logistical problems and questions about the overall value of the initiative.
The e-Media Exchange, which involves the online auction giant eBay Inc. and hopes to get off the ground early next year, would likely serve as a supplement to the scatter market, and would not have a direct impact on the upfront, cable network and advertising executives said. 'The idea is an advertiser would say, 'I need X number of GRPs [gross rating points] in September,' ' said one advertising-agency executive familiar with the plan....
Most Recent Business Articles
- Multiple criteria evaluation and optimization of transportation systems
- Multi-criteria analysis procedure for sustainable mobility evaluation in urban areas
- A two-leveled multi-objective symbiotic evolutionary algorithm for the hub and spoke location problem
- Multi-criteria analysis for evaluating the impacts of intelligent speed adaptation
- The development of Taiwan arterial traffic-adaptive signal control system and its field test: a Taiwan experience
Most Recent Business Publications
Most Popular Business Articles
- 7 tips for effective listening: productive listening does not occur naturally. It requires hard work and practice - Back To Basics - effective listening is a crucial skill for internal auditors
- FAS 109: a primer for non-accountants - Financial Accounting Standards Board's "Statement 109: Accounting for Income Taxes"
- Design a commission plan that drives sales - Sales Commissions
- Too Young to Rent a Car? - 25-years-old the minimum age for car renting - Brief Article
- LIFO vs. FIFO: a return to the basics
