A group of marketers led by Wal-Mart's Julie Roehm today put out the call for advertisers to contribute $50 million for a test of an online auction system to buy and sell TV advertising.
The initiative is being championed by an ad-hoc group of 10 marketers including Wal-Mart, Hewlett-Packard Co., Masterfoods, Microsoft Corp., Philips and Toyota Motor Sales USA's Lexus.
At the ANA's Advertising Financial Management Conference here today, Ms. Roehm and others took the stage to propose specific action by calling on advertisers to:
- Contribute $50 million to a pool to buy media in a test of an Internet-based media exchange.
- Create a steering committee, working through the ANA, to choose what technology, auction forms and media types to use in the test.
Read more