Online Spin: Some Additional Thoughts on an Online Upfront

Tom Hespos comments on the potential usefulness of an online upfront process, noting that the offline version came about in the most stable supply and demand categories (namely, automotive) and would probably do so as well online.

One of the seldom considered elements about an online upfront process, however, is the fact that after a sale, online media sellers retain an inordinate amount of discretion as to what quality of media to deliver to the buyer. Where in traditional media, the placements are very much set, in online media, sites know which parts of their content produce good results for different types of campaigns. The apportioning of that media is subjective and happens very close to the actual running of the media. Once an upfront transaction is done in the beginning of a year, there may not be a relatively high amount of pressure on those sites to use that discretion to the benefit of the upfront buyers.

Today, buyers sitting on the cart remain more comfortable keeping both the carrot and the stick very close by the donkey.