A new approach to TV advertising buying will be launched later this summer with a medium that allows authorized buyers to see every ad unit available, click on it and put it in a shopping cart. When enough ad inventory is selected to meet an advertiser's rating point goals, it can proceed to the checkout page and complete the buy, MediaPost reports (via MediaBuyerPlanner).

This simple system follows a year of major advertisers calling for a more simple approach to media buying. Julie Roehm of Wal-mart, for example, has been considering funding a multimillion dollar test to see if TV can be bought more effectively via online trading.

But Frank Maggio of ReacTV says his model - which will be available on a display basis in early August and will go live shortly thereafter - is even more simple because of the flat, $25 CPM rate based on a 100 percent guaranteed audience and category exclusivity in each advertising "pod."