ADAUCTION MOVING TO DAILY SALE OF ONLINE ADS WITH TUNE-IN

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Monthly ad auctions don't fit neatly into a media buyer's schedule. So Adauction.com, the San Francisco start-up that auctions online ad impressions, Sept. 29 introduces Tune-In, the first in what will become a daily schedule of auctions.

"We're moving to an everyday online media marketplace," said Neil Cohen, VP-sales and marketing at Adauction.com. Previously, auctions were held three times a month, and media buyers had up to three days to preview ad inventory. With Tune-In, Adauction.-com starts with four auctions a month and will scale up to daily auctions by 1999, Mr. Cohen said.

At set days, Adauction will offer category-specific auctions, in areas such as finance and women's interest, and auctions on different types of ad models, such as e-mail ads and sponsorships.

Adauction this week also announces it's signed Wired Digital's search engine HotBot as one of its publishers. Other publishers include biztravel.com, Match.com and game site Happy Puppy.

MORE THAN JUST BARGAINS

Evan Neufeld, senior analyst at Jupiter Communications, praised the move as one that will help Adauction distinguish itself as more than just a place to get bargains on remnant ad space.

"It's the difference between being in a remainder business," and a place to get valuable inventory that can be bought quickly, cheaply and to scale, he said.

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