In what is likely the most accurate
accounting ever of the U.S. media-buying marketplace, a new, more realistic and
somewhat surprising picture of ad spending is beginning to emerge. The data --
the first ever to be released publicly from a system that taps directly into
the data processing systems of Madison Avenue’s major agency holding companies
-- is shedding light on real market behavior, including a dramatic slowdown in
the expansion of online’s premium display advertising marketplace, and a
corresponding upsurge in so-called “secondary” display media-buying channels
such as ad networks and exchanges.
