©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Ad Age, 9/16/10
Ad Network Takes Risk on Future Display Prices in Bid to Unlock TV Ad Dollars
Despite digital media’s virulent growth, it’s still TV that drives the billion-dollar advertising budgets for most major corporations, which means planning for those ad dollars is often set well in advance. Online marketing, however, is often up-to-the-minute, steered by vast ad networks and exchanges that broker the buying and selling of page views in a sometimes opaque bidding process.
But one company recently unveiled a new system that claims to predict the future prices of page views, which could allow buyers to lock in prices up to 12 months in advance, more akin to TV buying.