Online sector fails to adopt unified advertising system

by Andrew McCormick, Media Week 11-Dec-07

The online industry has failed to agree on a single system for media planning and buying - with six providers' systems now vying for adoption by the sector.

Google-owned DoubleClick and ad giant WPP have emerged as potential
rivals to Donovan Data Systems, MediaTel and IMD in the race to gain
support for their online planning and buying systems.

The Internet Advertising Bureau's (IAB) attempt to endorse the adoption

of a single planning and buying system - as happens in the radio sector
- started several months ago.

The IAB sent a letter endorsing the MediaTel system to media agencies,
sparking a reaction from the Institute of Practitioners in Advertising
(IPA), which said other systems should also be considered.

Many believe a single system is an essential modernisation step that
would reduce costs for agencies and media owners.

Nigel Gwilliam, head of digital at the IPA, said: "There isn't going to
be a single system. There is neither the appetite nor the budget for one
system for the whole industry. But maybe we can introduce a degree of
open source, to make the systems more compatible.

"There are going to be six systems," he added. "There will be I-Level's
existing system, four launching in January and another one launching
after that."

Jack Wallington, IAB programmes manager, said: "The best option appears
to be establishing standards for all companies - a common API
(application protocol interface)."