A leading ad exec expects Google and CBS to test an online media buying auction, AdAge reports. Last May, eBay began experimenting with a number of cable networks on establishing a real-time, electronic trading system for media transactions under the auspices of the Association of National Advertisers’ Financial Management Committee. Speaking on a panel this morning hosted by the Advertising Women of New York, Tim Spengler, chief activation officer at Initiative North America, said he thought media buying auctions would become big news this year. Although he does not necessarily endorse the concept of creating an online marketplace for media, he said he believed there would be a big announcement with CBS and Google for testing an online auction with local media: “That will push the conversation further.” Later, he added: “The notion of being able to buy something more efficiently and transparently—that’s what’s attractive about it.”
Rumors of such a deal have been floated in the past – most recently, the expectation of an announcement at CES was quickly deflated. Merrill Lynch analyst Jessica Reif Cohen has said that the two companies may be stuck on determining ultimate control of ad sales and how Google could monetize CBS’ content through YouTube and its other properties. So maybe the CBS/Google online auction is just a matter of time – or just wishful thinking.
Related:
—Google’s Deal With CBS Radio Still Likely; TV Deal Unlikely
—Google In Negotiations With CBS On Selling Radio/TV Inventory
—EBay Will Host Media Marketplace Ad Test