CIA Medianetwork’s parent company, Tempus, has taken a 15 per cent
stake in the media trading portal ADazzle, which went live last
The online media trading company, which is set to compete against other
online trading services such as iMediapoint and optimad.com, has been
founded by Philip Shaw, who is a former e-commerce specialist at
ADazzle will allow buyers to use the site to request inventory from
specific media owners, while agencies can use the service to brief the
industry or request proposals for specific campaigns.
Chris Ingram, the chairman of Tempus, said: ’It is important that our
group is at the forefront of developments in media technology and we
believe that the trading of media online will become a normal part of
the business in the future. Having surveyed the market, we felt that
ADazzle’s business model best reflected our views on how the market will
Shaw said: ’We are very excited about this deal and are looking to bring
other agencies on board. Our team brings together industry as well as
e-commerce expertise, ideally placing us to deliver something of genuine
value to both buyers and sellers.’
The company will seek to hold inventory in press, outdoor, online and TV
Shaw emphasised that media owners will have the same level of control
over their inventory using ADazzle as they do in conventional
They will not have to post prices or availability, and will not be
forced to accept the highest bidder for inventory.
He added that the service ’gives people very quick access to information
and it can dramatically reduce the time taken to put campaigns
The portal has signed up a number of companies, including Conde Nast,
James Brown’s publishing company, IFG, Associated Newspaper’s London
freesheet, Metro, Megaprofile, Ticket Media, Shopfront Media and the
Online media trading is set to become an important market.
IMediapointlaunched in January, while optimad.com launched in April.