UKNM: Online Media Buying/Selling..end of the personal touch?

[Sam Michel]

Mornin' all...


Many of you have probably already seen this, it's an interesting article

about how online advertising is sold:




http://www.searchz.com/clickz/102298.shtml


It makes me think of conversations I had with colleagues about how buying

and selling media online could be totally automated _in theory_. Has anyone

come across any automated banner sales technology? Is it feasible?


The technology of ad serving and measurement seems to be progressing at a

hell of a pace, although I'd love to know how much of this is actually

being used by the all-to-busy buyers and sellers of media. Isn't it one

step further to write the plug-in that connects the ad measurement tool,

and the ad-serving tool to the electronic media exchange?


Obviously there's a lot more to planning and buying media...but with the

volumes and complexity of campaigns available, could this free up your

online planner/buyer types to focus on the more 'creative' (in the media

rather than arty sense) side of things?


Toodle Pip


Sam

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