• by Joe Mandese , November 3, 2009

Omnicom Media Group’s deal with Fox’s online audience on demand network, may represent yet another iteration of the rapidly changing online trading marketplace, according to ThinkEquity’s Robert Coolbrith.

Coolbrith told attendees at OMMA Ad Nets this morning that the first marketplace was the premium online display inventory sold by publishers themselves. The second is the so-called “non-premium” marketplace being fostered by ad networks and online ad exchanges. The third one is the “secondary premium” marketplace, a term that was actually coined by ThinkEquity to describe an in-between market of highly targeted and desirable inventory being sold via networks and exchanges.

But Coolbrith termed the Omnicom/Fox deal, a “hybrid” that represents a new iteration combining “the notion of secondary premium and real-time targeting and audience delivery.”

This makes me wonder what’s next.

ThinkEquity's Coolbrith