Médi@ Exchange: de l'idée au marché

Authors

  • Véronique GUILLOUX Université de Paris, Laboratoire IRG

Keywords:

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

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.

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How to Cite

GUILLOUX, V. (2002). Médi@ Exchange: de l’idée au marché. Systèmes d’Information Et Management (French Journal of Management Information Systems), 7(1), 105–118. Retrieved from https://revuesim.org/index.php/sim/article/view/115

Issue

Vol. 7 No. 1 (2002)

Section

Empirical research

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