Ten major marketers, including Wal-Mart, HP, Microsoft and Masterfoods, want advertisers to pony up $50 million to test an online auction to buy and selling TV ads. As AdAge reports, Wal-Mart SVP Julie Roehm began pushing the idea nearly two years ago when she was at Daimler-Chrysler and now leads the ad-hoc group that presented a detailed plan at the ANA Advertising Financial Management Conference in Naples today. The group wants to form an ANA-mandated steering committee that would set up test parameters.
— At the same conference, eBay demoed one potential option: a marketplace where buyers could check on available inventory and make bids as if they were buying the consumer goods usually sold on eBay. EBay would get a fee for facillitating but wouldn’t own the marketplace. AdAge has more.
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