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The MediaPort venture, put on ice two weeks ago, accomplished at least one notable feat: It got advertising’s three dominant players—Interpublic, Omni com and WPP—to invest in and work cooperatively on a good-for-the-industry enterprise. That was a first.
Among them, the giant holding companies ponied up $5-10 million to develop a protocol for electronically automating the administrative side of media transactions. The goal was to create a universal, Internet-compatible format to “paper” all phases of media buys, regardless of agency, client or medium.
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