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(Continued)     The RFS Newsletter, May 13, 2006. Page 6

In news on Thursday, some of the largest advertisers in the US plan to move the ad industry out of the dinosaur era and into the fast Internet age. Some industry observers think some big companies with deep pockets could be looking to design an online advertising exchange where advertisers and media owners can easily buy and sell Internet ads. For now, eBay and Google are perceived as the front runners, with eBay leading. It is estimated that the annual global advertising market could be worth up to $800 billion. And Google CEO Eric Schmidt recently boasted that he expects to get his fingers in every piece of it!

At a conference of the Association of National Advertisers, this group, led by Julie Roehm of Wal-Mart, asked ANA members to put up $50 million to test a trading system for traditional media. Howard Rosenberg, director of trading platforms for eBay, was on hand to demonstrate such a system that eBay has ready to go.

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