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LOS ANGELES–The three largest advertising holding companies are putting the final touches on a plan to create an online exchange where media can be bought electronically.
If it succeeds, the partnership between Omnicom, WPP Group and The Interpublic Group of Cos. will provide a single standard of electronic buying that would move the process out of the paper past and into the digital age.
“We’ve been in a dialogue with WPP and IPG to explore the establishment of a digital media exchange that would be a common platform the entire industry can use,” said John Wren, Omnicom CEO.
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