The Mediaplex division of ValueClick added an ad planning and buying component called MediaDirector, according to ClickZ. The web-based application automates the generation of RFPs, organizes responses, facilitates negotiation and, of course, can help with the ad trafficking that has formed the base of the application for years.

Optimistically, Mediaplex put in capabilities for electronic insertion order signing. Publishers responding to RFPs do so through the system, able to attach documents and make revisions.