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Why should big agency holding companies have a monopoly on real-time, audience-based buying?
That’s the question being asked by the team behind Accordant Media. The startup, founded by a pair of digital agency veterans, is aggressively maneuvering to become an independent trading desk that will compete with the likes of Publicis’ VivaKi and IPG’s Cadreon.
Founders Art Muldoon, formerly of Aegis and Razorfish, and Matt Greitzer, who ran search marketing at the latter shop, are looking to open up the trading desk buying model — allowing firms to purchase ads targeted only to specific users — to independent media agencies that might not have the means to build out their own trading desks.
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