Associated signs with online media broker

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.

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

and agencies.’



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

earlier.



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.



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