Somewhere in the world, I don't know where and I don't know when, there was a mayor or city planner out there who pounded the first parking meter into the ground on Main Street and declared, "From now on, you have to pay to park here". Imagine the outrage—you can almost hear the people in the village complaining: "Nobody has ever done that before”, or “It was fine the way it was". Chances are, these complaints went on for months, and the mayor was labeled as greedy or out of touch.

But then something happened—all those deep pot holes on Main Street got fixed. Then they actually paved Main Street. With more traffic on Main Street, more businesses opened up shop on the main drag, and the town center became the cultural and social soul of the city. The excess revenues from the parking meters helped build the finest school in the state, which attracted the best teachers from the region, and began to produce top 1% students who went off to major universities and then on to glowing careers as captains of industry or world leaders. Maybe some of them cured fatal diseases or championed causes which made the world a safer and better place.

At TRAFFIQ, we're thinking a lot about CHANGE. Maybe there actually is a better way to do business. Maybe the current system of buying media really can be simpler. Maybe publishers can do more than just unload their unsold inventory as low priced remnant avails. And maybe buyers can find perfect matches of inventory for their media plans.

We see a world where TRAFFIQ can significantly reduce the cost and time associated with buying online media at the right price, at the right time, from the right seller, all the while maintaining total control of that buy. We see a world where sellers can segment their inventory into its most valuable units of discrete inventory, and then list it for sale in a place where the right buyer finds those avails at exactly the right time, all the while allowing that seller to maintain total control over how they sell that inventory.

I don't know who that mayor was that had the courage to set up that first parking meter, and I'll always wonder if he or she ever really realized all the good things that came from that act. TRAFFIQ may not bring total calm to what at times is a troubled world, but in our little media corner, we think TRAFFIQ is exactly what online media buyers and sellers are looking for. This is what they told us they wanted, and it is why we built it.

Best,

Dan Ballister, Chief Operating Officer
TRAFFIQ