The Future of Print

Ad Agencies Try To Create Online Marketplaces

Posted in Boom by futureofprint on January 6, 2009

After witnessing ad networks and exchanges capture more revenue from major marketers these last few years, traditional media agencies are starting to play catch up. Interpublic Group’s buying and planning shop Mediabrands is working on a digital marketplace tool for clients that will include behavioral targeting. IPG’s major ad holding company rivals are not far behind either, WSJ says, noting that WPP Group, Publicis Groupe and Havas are also trying to come up with similar programs.

—What’s coming: As for what Mediabrands’ will be doing, the company’s online marketplace system will gather inventory from ad networks and ad exchanges. It will then cull data from sites visited by consumers and then match it to information in the marketer’s own customer database. The company will then devise a media plan around that data.

via Better Late Than Never: Ad Agencies Try To Create Online Marketplaces | paidContent.org.

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