MediaPost Publications - Meeting In the Middle - 02/26/2007: "Meeting In the Middle
by Jason Glickman, Monday, Feb 26, 2007 12:00 PM ET
There's an inventory drought! There's no inventory! It's too hard to get enough inventory in the long tail! I don't want that inventory! It's enough to drive any media planner back to running static gifs.
'There's no question there's a lot more inventory out there,' Yahoo's Chief Sales Officer, Wenda Harris Millard, told a UBS global media conference in December. 'And since the explosion of user-generated content, there's a lot of inventory.'
So which is it? Fortunately for media planners, Millard is correct. There is a lot of inventory available. However, we all face the same challenge of finding 'viable' video inventory for our media plans -- not just volume, but the type of video content that we want our brands associated with. Even more fortunate for media planners, this isn't a new problem. "
Monday, February 26, 2007
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