Marketers have decided not to take the broadcast upfront lying down. A group of the biggest – including Wal-Mart, HP, Masterfoods, Microsoft and Toyota –- today called for an online auction model to acquire network and cable ad inventory. The idea’s not new, having first been pitched in 2004. But with this kind of ad spending power behind it, maybe the thing can actually get built. With an estimated $1 million development cost (plus a $49 million media pool for testing purposes), it ought to pay for itself in about 30 seconds. AdAge reports.
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