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

[Paul Cook]

We have been trying to take the first steps towards this for ages and

publishers have a number of issues. 


Many major publishers don't like to be compared on click-through figures

without a 6 volume book about how their users are far more valuable than

those of another site. 


Until the major publishers can agree to appear on the same page there's

little chance of them appearing in the same database where buyers can bid

for eyeballs based on anything other than how wonderful their brand is in

the traditional world.


Our system can distribute insertion orders and copy instructions in

electronic format for manual entry by participating sites. Even at that

level many publishers feel that they would lose the opportunity to sell the

relative value of their users to their clients.


There are as many emotional issues as there are technical and data privacy

issues. However, if advertisers are looking for quantity rather than

quality there's always the link exchange and what did ever happen to adbot?


Paul


http://www.redeye.com



At 11:36 22/10/98 +0100, you wrote:

>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

>-----------------------------------------------------

>Chinwag - http://www.chinwag.com


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