WebProNews

NEW YORK (AdAge.com) -- Can the Internet advertising market support the kind of upfront ad space auction that has long been the business model for TV?

The idea is now sparking lively discussion among some sellers of Internet advertising as more marketers consider the use of online elements as a routine part of their overall advertising campaigns.

'An efficient process'
"An upfront provides an efficient process for people making long-term buying decisions for [inventory] that isn't going to be around," said Greg Stuart, president-CEO of the Interactive Advertising Bureau. The industry trade association that has been aggressively promoting the reach and power of online advertising.

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AdAge.com is the Web site of Advertising Age, the 73-year-old flagship magazine of the Ad Age Group, a division of Crain Communications Inc.
The Ad Age Group publishes two print magazines, Advertising Age and Creativity; two Web sites, AdAge.com and AdCritic.com; two HTML newsletters, The Creativity E-Mail and Madison+Vine; and the Ad Age E-mail Alert.