Column: Media auctions come with a price

07/9/2007 | Mediaweek

Marketers should "think before they leap" into media auctions and decide to forgo the services of seasoned media planners and buyers, according to Michael Ferranti, CEO of Internet marketing firm Endai Worldwide, New York. "If you decide to go the media auction route, keep your expectations in check or you will be sorely disappointed," he writes.

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