Madison Avenue Meets Wall Street: Trading Advertising Inventory As A Commodity

I just spent the last couple days in Chicago, during my time in the city I had the chance to catch up with some of my friends and colleagues who work in commodities industry. During the discussions, a number of intriguing ideas were brought up, one of which I found particularly interesting; the idea and potential of trading digital advertising inventory as a commodity style derivative contract. Yes, trading ad space like oil, corn other more traditional commodities. Sound crazy? Well, maybe not,...