Walking the line

Havas Media has dipped a toe in the waters of online advertising, reports MediaPost.

The new AdNetiq division of holding company Havas has begun reselling online ad inventory. The division works by finding unsold inventory among a number of existing networks and other sellers, then buying it up. It then resells it to brands whose target audience matches the inventory available.

The launch of AdNetiq turns Havas into both buyer and seller of advertising, a line that continues to blur as agencies rediscover the joys of two revenue streams.

Havas has hinted at larger plans to create and operate client- or sector-specific online ad networks. The firm envisions a system that would determine valuable brand placements and deliver ads accordingly.