I don't know how much David knows about dMarc's Revenue Suite but I've seen this work and it's pretty slick.
I have a couple of observations. Unless contracts have changed a lot, stations violate the rep agreement with every direct piece of business we take from out of the market. It happens all the time and everyone knows it.
I don't think there is any short term impact on local business, but how about national? We are stuck in the 80's. Here' the process:
Buyer ----> inputs order ------> Rep Firm ------> Sales assistant reenters order into proprietary software-----> Faxes order to NSM at station -----> NSM passes order to Traffic Manager--- Traffic Manager reenters order into stations software package.
dMarc: Buyer places order with dMarc in coordination with traffic manager. Spot is sent via the Internet and plays in prearranged carts. Client logs onto control panel console and can sees when spots air. Gets affidavit untouched by human hands.
And beyond what this software is doing now, it's capable of eliminating layers of redundant human beings and taking a huge slice out of transaction costs.
Right now it might be used to sell un-used inventory at low rates. But tomorrow it might sell prime inventory at higher rates. The camel's nose is under the tent.