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

[Nick Suckley]

Steve Bowbrick said:


>This is the ultimate no-brainer. Networked computers are really really good

>at trading


I agree. Robots can trade far more efficiently than people, however it's

worth noting that the offline media world still haven't sorted out an

acceptable system for trading TV airtime (they can't even automate their

booking systems to talk to each other) despite the savings of such a system

being worth millions.


Relying on optimisation to plan and buy adspace is one of those seemingly

simple things that proves horribly difficult in reality. When I used to

plan offline campaigns the optimiser always came out with absolute rubbish.

Machines are very good at spotting low prices but when it comes to spotting

good *value* you still need someone with experience to judge the pros and cons.


Nick


Suckley Media

Independent media planning for the net

nick [dot] suckleyvirgin [dot] net

0171 286 2575