In an effort to expand beyond the auction model and beyond remnant online
and outdoor advertising avails, AdAuction.com, the first online media
marketplace, plans to change its direction and re-brand itself as One Media Place.
“One Media Place is the next-generation evolution of Adauction.com,” reads
a line on the company’s new Web site.
Published reports have tied AdAuction.com’s new identity to CMGI — not a surprising link, since the
holding company has a number of ad industry properties, but so far has not
invested in an online advertising exchange. One report said CMGI was
investing in One Media Place, and another said the new entity was formed
through partnership with CMGI’s Engage Technologies. Even an
outright acquisition might make sense. Company officials wouldn’t confirm
the reports, but did say AdAuction.com would be announcing news later this
week.
There’s likely more to the story, although officials are tight-lipped.
Besides having registered the onemediaplace.com domain name, AdAuction.com
executives have also registered variations on twomediaplace.com and
threemediaplace.com. No one is saying what will be built with those domain
names, and they all currently point to “under construction” pages.
Online advertising industry exchanges have become the industry’s latest hot
model. Last week, MediaInternet.com launched a beta
release of its advertising industry exchange and portal. A group of ad
industry veterans, with the support of McCann-Erickson Worldwide, have
announced plans to create another, MediaMarketMakers.com. An
established exchange, AdOutlet.com, recently picked up a $25 million
investment.
From the Web site, it appears AdAuction.com is significantly widening its
mission with the launch of One Media Place. The word “auction” doesn’t
appear in any description of its services, which may mean that it’s
abandoning the model. Instead, the company touts, “Adjustable pricing based
on real-time supply and demand.” The auction model has been criticized as
requiring too much time from media buyers, and for driving down the price
of inventory.
In addition, in the new incarnation, the company will expand into print,
radio, and television. Within the past few months, AdAuction.com has hired
a number of top executives — including chief executive officer Jerry
Machovina — with expertise in traditional media.
The company also plans international expansion, and has added executives
with experience in other markets.