In our introductory column we described how auction-based trading has become pervasive in media markets. Our second column focuses on Facebook. It considers how an auction can create an advantage for the advertiser even in the pursuit of reach and frequency, an objective that would seem to be perfectly well served by the structure of a conventional reserve market.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.