Media exchange is just one way to maximize your advertising spending. Stay on our blog to see how we can help you buy more media while spending less money! The media agency will only accept an exchange if the exchange agency can provide media similar to what is already included in the media plan. For example, if the plan requires an inventory on AOL, the exchange agency cannot exchange it for media on an unknown or fraud-filled website. However, it can probably exchange it for Yahoo if it has access to the inventory on the site. It does not allow transactions to be accounted for if the amount of revenue is not reliably measurable. SIC-31 examines the circumstances under which a seller can reliably measure the fair value of the fair value of advertising services received or provided as part of an exchange. According to SIC-31, revenues generated by an advertising exchange cannot be reliably valued at the fair value of the advertising services received. However, a seller can reliably measure turnover at the fair value of the advertising services he provides in an exchange transaction only through non-trade transactions which: We have seen this trend in action linked to an increase in pan-European and pan-Global media campaigns. Anecdotal evidence from our contacts with media owners indicates that in recent years more advertisers have strayed from pan-European campaigns in favour of smaller multi-local campaigns. But for advertisers who want to spread a single message in many countries, a local strategy is not necessarily the most effective use of time or budget.
Advertisers who wish to conduct pan-European campaigns to separate their media from media exchange have helped to reduce the perceived financial risk of a major pan-regional campaign. As a result, a media exchange can help to bring supraregional media back to the media for an increasing number of advertisers. “[Barter agencies] are limited in what they can get, because not all sellers are going to barter,” Greitzer said. “If a media plan is based on who will or won`t accept the exchange, it`s probably not an optimal way to plan the media.” However, an exchange agency is inclined to sell media it has already purchased. The inventory exchange treats the media as a commodity, which ultimately hurts the inserter`s plan, Greitzer said. “If there is a preference or pressure to buy on the basis of exchange transactions, there is a conflict and it could potentially have a negative impact on the distributor`s ultimate goal,” said Matt Greitzer, COO of the programmatic platform Accordant Media. The conditions of an exchange are often limited to the creativity of the participants. They may contain commercial standards, rotating fingerprints. They can also include trading beyond the banner with many fixed investments in different formats. The main consideration is to ensure that it meets the objectives of the site. Also, make sure that all parties involved have a clear understanding of the details of the agreement. But because an exchange situation gives agencies an advantage that they can use, and the ability to act in the media, it can be tempting to push clients to reach an agreement, whether they are the end beneficiaries or not.
But you also said that most distributors do not know how barter works, and that its place in the media world is murky.