Online Ad Market Nears (Multichannel News)

Executive Quote and Information Service : EQUIS,  August, 2006  

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Buying and selling advertising on the Internet may be inevitable. But for now, it's in the test stage.

The devil, experts say, will be in the details of how the tests are structured to protect "television's greatest currency, our advertising inventory."

"An electronic marketplace is way overdue," said Tim Hanlon, senior vice president of Denuo, Publicis Group's media futures consulting practice. Everything from oil futures to consumer travel is sold electronically, and ad buyers and sellers are still faxing one another, he noted.

That may be why there's ...

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