tag:blogger.com,1999:blog-2882121064858276328.post8094054237936779358..comments2024-03-27T22:26:42.490-05:00Comments on Adverganza: Aug. 3, 2007: eBay's first ad exchange dealCatharine P. Taylorhttp://www.blogger.com/profile/14125774155585963079noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-2882121064858276328.post-47882461941300540992007-08-03T17:35:00.000-05:002007-08-03T17:35:00.000-05:00Myself being in one of those western digitally inc...Myself being in one of those western digitally inclined companies (www.seesawnetworks.com), this can certainly be gleamed as good news. Enabling media planners, agencies and advertisers with IT tools that make their job more transparent and efficient is one goal - using IT to change the media buying paradigm and create new marketplaces is something else. The first should be embraced; the second should be tested; neither should be ignored. Some agencies are beginning to evince more strategic thinking when it comes to the media they buy and to the methods they utilize to do so; Universal McCann’s role in the Intel buy is to be applauded. As a proponent of a ‘new media’ (digital out-of-home - a.k.a. digital signage), it is empowering to see success, and to have the agencies participate in the process.Louis-David Manginhttps://www.blogger.com/profile/01684091987122231004noreply@blogger.com