It’s not often I can predict the price of milk let alone where an industry is going but looking at my past posts in Futures, Forwards and Contracts- its clear to say Eureka!
Ad Auction Marketplace Debuts Futures Market, Predictive Pricing Model – http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=134057e
AdBidCentral has built a platform that allows you to bid on future inventory through future pricing for premium inventory. Then it goes to further that by allowing you to hedge and cancel the contract.
It looks to shift the spot market of remnant advertising away to build out a futures market in premium advertising. Just when DSPs were coming into the market to boil down impressions as worthwhile or worthless across premium and remnant inventory; along comes a new platform that sets to distinguish the inventory.
Advertising looks set to become a commodity…..