During its first upfront presentation for branded entertainment advertising, NextMedium this week attempted to standardize the sometimes-problematic branded entertainment ad buying process with the unveiling of its web-based buying platform, writes MediaWeek. The new platform streamlines the buying and selling of branded entertainment packages for media buyers and TV producers and networks.

Networks or producers can post potential placement opportunities on NextMedium's web interface. Then buyers can enter buying criteria, including timing and demographics, and then automatically get a listing of compatible ad buys.

"The idea is to take some of the pain out of this process," said Hamet Watt, CEO of NextMedium. The company is in talks with all of the major broadcast networks, as well as major ad agencies, according to Watt. In addition to TV branding opportunities, the inventory will include movies, videogames and music.