Berridge

A new service launched this month allows media buyers to access professional and college sports-team sites with standardized IAB ad formats, ClickZ reports (via MediaBuyerPlanner). SportsAdMarketplace sells ad placements on 40 sites - which means that with one insertion order and one invoice, advertisers can get coverage across all the team sites. The service will offer three placement options targeting the 18-49 male demographic: run-of-marketplace (similar to run-of-network), channel-specific (pro or college placements), or site-specific. Rates run at cost per thousand (CPM).

The service has been focusing on football sites and will be branching out to basketball later in the year; it has already received requests for proposals from companies such as FedEx, Electronic Arts, and DIRECTV.

Improved access to niche advertising and standardized formats across an entire market segment may make campaign planning and execution far less of a hassle.

Founder of the service, Kirk Berridge, reportedly sold the first sports online ad deal on the San Jose Sharks site in 1997 - which, he claims, was the first sports team website, launched in 1995.

The first ads are scheduled to go live in September.