Re-launches Site, Creates Media Buyer Portal

San Francisco-based re-launched its Web site to
create a vertical portal for media buyers.

Employing the services of Organic Inc., the company said it based the
new design on
the ability to customize advertising preferences for each of its media
buyers. The new
site also offers advertisers the ability to develop a personalized view of
industry and business news.

“Our goal is to create a one-stop destination for media buyers to provide
them with the tools to make intelligent buying decisions and offer resources
to sharpen their industry
expertise,” said Neil Cohen,’s senior vice president of
business affairs. Organic “created an efficient way to merchandise ad
inventory and simplified the media
buying process,” he said. provides one-stop shopping for both online and print media,
and, by the third quarter, plans to begin offering broadcast and outdoor ads.
New features at the site include:

  • A Buying Assistant feature with Nielsen//NetRatings data that
    automatically targets the best publishers based on specific demographic
    profiles (available by June 1).

  • A page that allows media buyers to customize buying
    preferences and track previous purchases.

  • The ability to personalize one’s page with links to
    online advertising publications.

  • Customized views of available inventory (i.e., media type, category, and

  • “Bid” or “Buy Now” options that allow buyers to either compete in a
    traditional auction format or instantly purchase inventory without having to
    wait for the bidding to conclude. says that more than 3,000 media buyers are registered to
inventory at its site, including Modem Media.Poppe Tyson; USWeb/CKS; Foote,
Cone & Belding; iXL; Lot21 and Western International.

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