Associated Newspapers has become the first national newspaper group
to embrace the concept of trading media space online by signing up with
iMediapoint, the new internet broker.
iMediapoint, which launched last December, has already signed up
inventory from Granada, GMTV, Flextech, Carlton Digital and the outdoor
specialists TDI and Taxi Media. Signing Associated, however, adds a new
element to the start-up’s portfolio.
Mike Ironside, the managing director of The Mail on Sunday, said: ’This
is about increasing the breadth and quality of our offering to clients
iMediapoint’s profile was raised in the past few weeks by the hiring of
two key players. The former director of television strategy at
MediaCom/TMB, Ivan Clark, joined the site earlier this month as media
director. He followed MediaCom’s former joint managing director Andy
Troullides, who took the managing director job at iMediapoint two weeks
However, the iMediapoint founder and chief executive officer, Jean-Louis
Verlaise, was adamant that the long-term growth of online ad brokers
would not squeeze out traditional media agencies.
He said: ’It’s a liberating factor for agencies. We’re working in an
environment where time is scarce. What’s important is bringing buyers
and sellers together efficiently.’
Verlaise added that signing Associated could bring a new level of
respectability to online media trading. ’We’re not a site for the last
minute clearance of inventory - we wouldn’t have the endorsement of key
media owners if that was the case,’ he said.