What are agencies saying?
From an agency standpoint, there is a feeling that sites do not have good inventory control systems in place that their sales people can easily utilize. There is a strong feeling about putting inventory on hold. While this is a common broadcast (and print for covers) practice, the reality is that this hold is generally for a day or two, and web agencies seem to want activity to be held longer.
That said, agencies say that sites don't really understand the hold concept. Many agencies say that sites represent that orders are on hold only to have all or part of the inventory disappear. One buyer likened it to being at a store with something on the check-out counter only to have someone come in, slap down some cash and run out with it. This seems to be another part of the industry that needs some standard practice. Another agency manager suggested that the hold practice would be too difficult as there are so many buyers in the marketplace. In addition to web and traditional agencies where the money is highly fragmented due to the number of agencies, there are still many free lancers and client direct buyers.
A suggestion to formalize the market might have to do with agency accreditation with only accredited agencies allowed to put inventory on hold once systems and standards are developed. As a 15 percent commission generally comes with such accreditation in other media, such an idea will take some time to attain acceptance according to others.
