ePort, the Television Bureau of Advertising’s e-business platform has passed the $100 million mark in order volume, the TVB announced Thursday (Sept. 4). Launched in January, ePort volume is now increasing at a 17 percent rate.
Most of the $100 million in business has been transacted by agencies using Strata’s Eleven product, the first buy system compliant with ePort’s open standards. The non-Strata business was handled through ePort Connect, a special Web-based ePort service designed for smaller agencies that don’t use buy systems.
“This is an important milestone on the way to our goal of developing local broadcast television’s equivalent of the interstate highway system,” said Abby Auerbach, executive vp of TVB. “We want every buyer in the country to connect electronically with every TV station and/pr rep firm and make our medium the easiest to buy”
Additional vendors are expected to come online with ePort soon including Mediaplex and MediaBank.