A panel discusses the inside intricacies of managing auction-based media buying, and it's applications for both broadcast and online.

Google's foray into non-search media, especially print and radio, has turned the entire ad industry on its head, as auction-based media starts to take over the "old school" of volume discounts for heavy-duty media buying. The media community's call for an Upfront auction that includes traditional and new media has set tongues wagging.

Media selling and buying processes are very outdated and the auction format is the more efficient and profitable model for these media companies and their customers. Knowing HOW to operate in an auction-based environment will become a key differentiator for agencies and marketers as this model gains ground. Join this panel of auction and media experts to learn the inside intricacies of managing auction-based media buying and whether it can work for broadcast as well as it works for online. 

Brad Berens, Ph.D., editor-in-chief and chief content officer, iMedia Communications, Inc., moderated this session.

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Presenter: Howard Rosenberg, Director, Private Marketplaces, eBay Inc.;;Iggy Fanlo, CEO, AdBrite; Todd Teresi, Yahoo!; Keith McAllister, CEO, Mochila; William Urschel, Founder and CEO, AdECN

Format: PDF