AAAA & Others Test Online Media Buying
The American Association of Advertising Agencies (AAAA), along with the Association of National Advertisers, the Broadcast Cable Financial Management Association and the Television Bureau of Advertising, have begun experimenting with an online media buying and selling system called eBiz for Media Lab.
As media companies move away from paper and towards online for their media buying transactions, eBiz for Media Lab will connect media trading partners with one another, help document developments in electronic media trading technology and help participants learn how to overcome hiccups that will undoubtedly appear as they transition from paper to online.
The experiment will last 3 months, allowing companies to trade media under controlled conditions at a single central location and share transaction data. The AAAA has been one of the figureheads in advocating the adoption of electronic broadcast media buying standards. eBiz for Media Lab, which is part of the eBiz for Media cooperation initiative, will let all parties involved pool their buying and selling information, possibly paving the way for some uniform guidelines.
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