• by September 8, 2000

By David Cotriss

AdOutlet, a New York-based provider of ad management tools for media buyers and planners, has announced a new version of its popular inventory search service that aids buying and selling of media. The new ADS (Advanced Distribution System) basically enables the media buyer to do, often in an hour, what would normally take days or even weeks.

"The ADS system replaces needing to contact all media vehicles individually by phone, fax, or email," explains Alan Masarek, CEO of AdOutlet. "Buyers can go bring in inventory that meets their needs." The service was first launched in June of 1999, and saw a large increase in functionality this past summer. Masarek says the inventory included is in the hundreds of millions of dollars, with over 500 media properties and more than 8,000 registered buyers on the service.

This new version basically allows target-specific searches in real time. Criteria are entered for the desired buy and a proposed schedule is returned. The criteria can be changed an unlimited number of times to adjust the plan, and individual media choices can be selected or deselected based on the buyer's needs. The service is free to sellers of advertising and for buyers to access, and a transaction fee is imposed only when one is made.

Masarek cites the fragmentation of today's media as making the traditional process of buying a challenge, which normally requires an RFP (Request for Proposal). This system gives the buyer control and "one stop shopping." All needed information is returned, including positioning, dates, and the like. Rate card prices are shown, but a buyer can propose a different price. This price must meet a hidden minimum rate set by the seller or the transaction is rejected.

"I think the new system will increase efficiency greatly," says Michael Leggs, Interactive Media Planner for TMP Worldwide. "The ADS system eliminates the long process of requesting media kits and having to call and fax." He admits he just began using the new version, but that from what he can tell so far, there are no negatives. He also hasn't explored other (similar) services due to time constraints, but says he hasn't needed to.

The system is useful to sellers of ad inventory also. "This system is different," says Masarek. "It makes the seller comfortable with putting their inventory online. It enables a media company to control who sees their ad inventory and how much goes to a certain type of site. It gives them public distribution of inventory in a private pricing environment." He adds that media vehicles can change prices according to their needs.

"ADS provides flexibility to buy good inventory at a discounted price," says Mark Mariani, President of Sales and Marketing for CBS Sportsline.com, who uses the service for both buying and selling. "It also allows us to move unsold inventory. It becomes an extended sales force." He agrees with Leggs in that he sees no cons.

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