Media buyers and planners are of mixed minds about Google's plans for a network in which advertisers can purchase image ads on a variety of publishers' sites on a CPM impression basis, MediaPost reports (via MediaBuyerPlanner).

A recent survey of 75 executives by MediaPost and Deutsche Bank found some executives feeling the move would benefit advertisers by creating some healthy competition, while others believed having no guaranteed price or out-of-pocket cost will make it tough to convince larger advertisers to switch.

At least one media buyer was ready to spend at least 10 percent more on any available inventory to start, and as much as is available if it converts.