Today’s column is written by Chris O’Hara, co-founder and chief revenue officer at Bionic Advertising Systems.
Programmatic RTB has seen the lion’s share of venture capital funding and an enormous amount of innovation, yet RTB buying only accounts for 20% to 30% of all digital media dollars.
The real money still flows through the direct buying process, with agencies spending up to 400 hours and $50,000 to create the typical campaign. At the same time, publishers burn through 1,600 hours a month and 18% of their revenue responding to RFPs.
What a mess — and opportunity.
Everybody’s battling for a slice of that direct sales pie, and the game is all about helping buyers and sellers automate the manual processes that drive nearly 80% of transactional value.