A view of the real-time industry from Exchangewire, featuring the following insight our own CEO, Martin Kelly:
“In many ways, I’m not sure the industry has moved on that much in the way that RTB is being utilised. The immediate set of benefits that were jumped on were all based around workflow and control. For publishers and agents (ad networks, agencies and specialists) this is transformative, as the operational aspect of planning and buying media is much easier, and friction in the process is being removed. However, we still haven’t seen the conversation move on to what the actual benefits of RTB are to a marketer. The picture is so incomplete at the moment, for marketers, and I’m not surprised they are confused. Off-the-shelf platforms are an access layer that simply give you the ability to buy, and for us, have two really major flaws that are holding things back: the broken relationship with real-time creative technology and their limited scope to utilise first-party advertiser data beyond placing a pixel on a page for retargeting.”
Read the full article at Exchangewire
