LAS VEGAS — The way TV ads are bought and sold is about to look a lot more like the web – but the web will have to look like TV first, says the chairman of the world’s largest media investment agency.<\/p>\n
“Television is sold on a 30-second spot basis, while digital is sold on an impression basis,” Group M’s\u00a0Irwin Gotlieb<\/a> tells Beet.TV in this video interview.\u00a0“Over time, television will begin go evolve in to the sale of impressions – that will gradually become the unit of sale.”<\/p>\n But, today, there are some sticking points, Gotlieb says: “On the television side, we know what content parameters are – we know what kind of content we\u2019re buying (for advertisers)\u2026 \u00a0on the web side, not so much.<\/p>\n “There\u2019s a lot of work that needs to be done to determine how best to filter the content on the web, to decide what\u2019s appropriate for clients and isn\u2019t.”<\/p>\n He was interviewed for Beet.TV at the Consumer Electronics Show in Las Vegas.<\/p>\n