ANA to Champion discussion around Online Media Exchange.

The Association of National Advertisers (ANA) announced that it will work with its membership to explore opportunities around the development of an Online Media Exchange. The ANA will engage senior marketers in discussing the advantages and viability of implementing an online exchange for the buying and selling of advertising.

Public industry discussion about an exchange began at the 2005 ANA Television Advertising Forum. Since then the initiative has gained ground and is being championed by a group of 10 leading advertisers. This group of advertisers also recently announced a “call-to-action” at the ANA Advertising Financial Management Conference and asked the ANA to lend its support.

“In recent years, the development of an online exchange to buy and sell advertising has been gaining increased attention and support from advertisers,” said Bob Liodice, President and CEO of the ANA. “The ANA is taking a proactive approach by supporting the acquisition of knowledge to get broader industry perspective. We need to see if there’s consensus among advertisers that implementing a digital exchange will indeed benefit the industry as a whole.”