An interesting piece from MediaWeek about network ad sales problems in a multi-platform world. This comment from Adam Kasper, VP/group director, MPG’s Media Contacts, nails it: “Network guys don’t know how to sell online and network buyers don’t know how to buy it.” The metrics don’t match up — as Mitch Oscar, EVP, Carat Digital, explains, “Something like Desperate Housewives reaches a 10 rating, and we know what that means. Then Yahoo gets 5 million views. Can someone tell me how 10 and five add up?รข
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