Slovenia-based OpenAd.net is a marketplace for buying and selling creative. Marketers
pitch their ideas to the network's 9,000 worldwide creatives and then choose the best. The marketplace has been live for one year, serving European clients, but will soon expand to the giant U.S. ad
market. Gillette's U.S.-based parent P&G is currently testing the OpenAd.net service.
As the report points out, OpenAd.net could be another disruption to the global agency model. It offers a cheaper, merit-based alternative to hiring an expensive agency, and could help marketers better maximize their spending budgets. However, "this kind of online marketplace isn't going to replace Madison Avenue's giants," the report says, because creative is still just one piece of the ad puzzle.