Médi@ Exchange: de l'idée au marché

Véronique GUILLOUX

Abstract


Within the [media selling company - media buying agency - advertiser] triangular relationships, France Télévision Publicité launched at the end of 1999, an electronic platform named Medi@ Exchange, selling adspace on France2 and France3. This article analyses the different stages of the project: from the idea to the market. Even if the advertisers and the media buying agencies have denigrated Medi@ Exchange at the beginning, France Télévision has achieved to create its market.

Keywords


Media buying agency;Electronic auction;Innovation;Adoption;Stock exchange

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DOI: http://dx.doi.org/10.9876/sim.v7i1.115

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