Not such a wild and crazy idea: An online market for ad buying

Rothenberg, Randall
April 2000
Advertising Age;4/10/2000, Vol. 71 Issue 15, p32
Trade Publication
The article recommends the creation or establishment of an online market for advertising and media buying in the U.S. Electronic marketplaces would level the playing field for all media forcing them to compete using the same efficacy standards and pricing schemes. The advertising would fully open to competition that would compel agencies to prove their value.


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