I will let you into a secret, this whole RTB thing is a real hot topic..I know, I know I hear you say but it is not with the people you would imagine, no it is with the auditors and intermediaries. They have seen an opportunity to turn a buck and are starting to get really interested in the subject.
‘Advertisers think this is a murky world’ is what I hear time and time again, but then I often wonder how they have come to that conclusion. Experience suggests that very few advertisers are engaging to any great degree, that is a shame in my view as we do all our best work with those advertisers who co-build the solution. My hunch is the plethora of intermediaries and auditors who don’t understand this subject and cant see how to make it work in their one size fits all race to the bottom approach to dismantling our industry step at a time. I also think that there maybe some advertisers who have had a bad experience and then try to spread that and tar everyone with the same brush without having a close grasp of the facts and of course, the competition in all its forms.
It is a diverse market place with many different offerings available and everyone approaches commercials and operations differently, so there is no simple way to do this, it is incumbent on communication between us and our advertisers and an ability to talk openly about how and why we do what we do. Audience On Demand for instance in display is 100% RTB, 100% transparent on inventory, buys only VivaKi Verified inventory, takes no position and does not arbitrage so we have a pretty simple approach to life that if an advertiser wants to discuss, we are more than happy to do so. I would say though that we also need to make sure we evaluate all companies in the same way, not just look at Agency Desks but all exchange trading operations.
We want a constructive dialogue in this space as opposed to a series of companies all trying to build their own businesses on the back of the latest hot potato of RTB and through scare mongering. There are so many fantastic opportunities in RTB, Google Search re-marketing, Youtube retargeting, mobile innovation, data design and execution, the best of that work comes through a very close collaboration, if we can do that, we will deliver some great, great work.