In Europe, Scandinavia primarily, international ad sales
networks are moving in a direction I very much question.
The networks, which are selling for some major sites, are
gathering impressions at VERY low prices by arguing that
they have a very large buyer of advertsing in the US that
would like to buy LARGE volumes in Europe. When you discuss
a bit further it becomes clear that the networks have
gathered not one but maybe 10-15 advertisers together and
make use of the volume as a way to buy bulk and get a
bargain price.
My question to you is: Are the Networks buying or are they
selling? Who are they representing - in my world you can not
represent both the buyer and the seller. How widely spread
is this? For me with about 100 million impressions a month
to sell I will have a hard time selling all these to the
local market. An international ad sales company is a good
partner, but hey I want them to look after my interests!
regs,
Johan
Johan Siwers
<johan.siwers_at_mailbox.swipnet.se>
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Received on Sat Mar 27 1999 - 09:51:37 CST
