• by Joe Mandese  @mp_joemandese, June 17, 2008

Havas Digital's Ed Montes thinks online is the last medium that is likely to be commoditized by advances in media trading technology. His reasoning: Agencies like Havas' are moving more toward valuing online inventory “at the impression level” and away from looking at it as aggregate tonnage.

“By definition, I don't think this medium will be commoditized,” Montes said during the OMMA panel discussion. “We're moving to an impression-by-impression purchase model, I believe.”