"Many major marketers," Mr. Petsky said, have the money "to do substantial direct marketing deals".
For instance, two major marketers started their April Fool's jokes last week.
Creative Artists also handles similar tasks for major marketers like Boeing and Coca-Cola.
Those intentions by major marketers are, needless to say, putting happy faces on executives at leading media companies.
The spot was developed through Poptent, a company that specializes in crowd-sourcing ads for major marketers.
Major marketers like Cadbury Schweppes, Coca-Cola, DaimlerChrysler, Hershey and PepsiCo are sponsoring elaborate promotional campaigns centered on such codes.
On Sunday, the Association of National Advertisers, which represents major marketers, asked the Justice Department to block the deal.
"All the networks are talking about wanting to get a bigger share of the budgets" of major marketers, he added.
And they did, surprisingly effectively, by aiming a succinct message at major marketers: discrimination, against anyone, is bad business.
The promotion is indicative of how major marketers continue to shift more of their advertising spending to the Internet.
He, too, cited slowdowns in ad spending by major marketers in large categories like automobiles and financial services.
