MediaEquals' system, which has been in development for three years, claims to offer something more than rival auction-based or pure transaction systems. The founders say it replicates the way media
is bought and sold in the real world and acts as a vehicle to free up time that can be invested in creativity and developing contacts.
MediaEquals is headed by entrepreneurial executive chairman Martin Banbury, founder of media and marketing group The Mission, and former brand manager at Procter & Gamble. Banbury recently expanded the MediaEquals board of directors to signal his international ambitions beyond the U.K., with a focus on the U.S.