Re: Ouch! - From 60% to 40%

From: Ron Sheridan <ron_at_narrowcastmedia.com>
Date: Mon 29 Jan 2001 16:39:49 -0500

BRAD JENSEN <brad_at_elstore.com> WROTE:
> What we need is an ad banner ebay, where you can list
> your site inventory and your target market, then people
> bid on you.

Brad there are several sites out there that allow you
as a Publisher to list your site/inventory and wait
for someone to Bid on your inventory.
Tribalfusion.com has that type of model. Don't hold
your breath though.

> The problem is trust of course. I say my site is all
> left-handed sheep shearers, but it's really
> right-handed cow cuddlers. So I sell you ad impressions
> at a high CPM that do you no good at all.

Precisely...this is a huge problem and one that keeps
most online media buyers from using any type of
exchange service at all.

> One answer is pay-per-click, where both sides are
> rooting for the same results.

Click-throughs are great but not the answer. We know
this because we operate a click through network
NarrowcastMedia.com and we have found that available
inventory, even targeted inventory (CPC or CPM) is in
serious over-supply. Its a buyers market right now,
and will remain so for the foreseeable future.

Our Answer: We have attempted to address the need for
your "ad banner ebay" by creating
www.themediamart.com. The Media Mart is an online
advertising auction with one very important
distinction. Since the money available for media buys
is the commodity in short supply, we turned the
process upside down. Buyers enter RFPs (request for
proposals) into The Media Mart, which detail what they
are looking for and what is the most they are willing
to pay. Publishers are then able to Bid on the RFPs in
a real time open auction. The net result has been
very competitive pricing by publishers and increased
efficiency for buyers and sellers alike.

One of our goals was to automate every possible aspect
of the buying and selling process. We targeted the
High-Volume / Low-End segment of the online
advertising buyer/seller market. The system is far
from perfect and is clearly not all things to all
people. But the response so far has been very
positive. And we have many improvements and
enhancements planned as we go forward.

Regards,

Ron Sheridan, Biz Dev
www.themediamart.com
www.narrowcastmedia.com
310 979-0308, x14





Received on Mon Jan 29 2001 - 15:39:49 CST