Media Buying 2.0?

Continuing the 2.0 craze (Web 2.0, PR 2.0, Advertising 2.0, etc.), DoubleClick this week announced new plans to sell advertising space…Media Buying 2.0, anyone?

From the MediaWeek article:

Online ad serving leader DoubleClick has announced the launch of a new Web-based advertising exchange that will allow publishers to sell ad inventory online via an eBay-like marketplace, and where buyers will be able to bid on and purchase display ad inventory across a number of sites. DoubleClick says that it has signed on more than 1,500 publishers, agencies and ad networks to participate in the new DoubleClick Advertising Exchange.

DoubleClick’s announcement is right on the heels of Google launching its auction-based TV ad sales system Echostar, an eBay initiative backed by several large TV advertisers. And, Google has already faced a major setback – today the Cabletelevision Advertising Bureau withdrew its participation in trials of the electronic auction system.

According to Forrester, 25% of online ad inventory goes unsold and 15% is sold as bargain-priced remnant inventory, so it will be interesting to see if this next generation of media buying takes off and helps the industry reel in those much needed ad dollars.

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