McCann first to join new Web ad sales marketplace

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NEW YORK--Plans for an open marketplace for buying, selling and planning Internet advertising were unveiled here on April 4 by Media Market Makers. Unlike existing online ad sales networks,such as DoubleClick, Flycast and 24/7, Media Market Makers does not represent Web publishers or advertisers. Instead, it said it aims to serve as a "market maker," creating an interactive marketplace in which advertisers, their agencies and Web publishers connect and cooperate to implement ad campaigns.

The McCann-Erickson WorldGroup, owned by Interpublic Group of Cos., is the first ad agency network to offer the Media Market Makers service to clients of its member agencies, such as McCann-Erickson Worldwide. All advertisers, agencies and Web publishers are invited to join Media Market Makers as charter members. There are no fees to join.

Starting in the second quarter of this year, Media Market Makers saidit will offer advertisers, agencies and Web publishers a service that provides a new level of control and makes it easy for them to negotiate,cooperate and get the right ad to the target audience.

Media Market Makers said it provides a multi-level payment system which facilitates the implementation of campaigns based on any combination of performance criteria, including impressions, clicks, leads and/or sales. Media Market Makers said it also allows advertisers, agencies and Web publishers to negotiate any elements of a campaign, including pricing, timing or creative.

Unlike most existing systems for buying and selling Internet advertising, Media Market Makers said it gives advertisers the option to chooseprecisely which Web sites each ad campaign will be offered to.

All parties have access to real-time monitoring tools that help them optimize their ad campaigns and revenue generation.

Initial investors in Media Market Makers include: Odeon Capital Partners, L.P; IPEX; and McCann-Kesher-Barrel, Israel's largest ad agency.

Arie Ruttenberg, founder and former CEO of McCann-Kesher-Barrel, has been named Media Market Makers chairman. Dennis Wong, formerly managingdirector of the McCann-Erickson Venture Group, has joined Media Market Makers as president and chief operating officer.

The launch of Media Market Makers will be backed with an ad campaign in excess of $1 million.

Media Market Makers will generate revenue through transaction fees paid by Web publishers. These fees will be based on advertising revenues, and will be significantly less than the commissions currently charged by ad networks. Advertisers and their ad agencies will be able to use Media Market Makers free of charge. There are no signup or subscription fees to participate.

Copyright April 2000, Crain Communications Inc.

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