Comments on: The Business Upside of RTB: “Trust Us, There Is One…” http://www.adexchanger.com/the-global-address/the-business-upside-of-rtb-trust-us-there-is-one/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: TB http://www.adexchanger.com/the-global-address/the-business-upside-of-rtb-trust-us-there-is-one/#comment-5411 TB Fri, 26 Mar 2010 13:43:49 +0000 http://www.adexchanger.com/?p=18020#comment-5411 Interesting article, John. RTB is still a relatively new concept and agencies/brands are really starting to look into the space. As they begin to see the buying efficiencies I think more money will eventually pour into the exchanges. Many agencies are even creating their own exchanges or bringing the technologies in house . . . The one point I disagree with (which was a very small point in your article) is that the networks are paying 300% more to the publishers that they should be. Networks bring a lot of value to publishers because they are monetizing remnant inventory, but so many are bringing terrible rates and low ad quality. In my opinion, some of them completely devaluing the publisher's brand. There is no denying that the network space is very crowded right now and there is going to be a lot of changes happening in the next five years. It is going to be very exciting to see how everything pans out. The announcement by Google that they are now offering retargeting on AdWords is beneficial to advertisers and publishers. That is only going to push the rates up for their publishers and continue to push mid-tier networks out of the mix . . . Interesting article, John.

RTB is still a relatively new concept and agencies/brands are really starting to look into the space. As they begin to see the buying efficiencies I think more money will eventually pour into the exchanges. Many agencies are even creating their own exchanges or bringing the technologies in house . . .

The one point I disagree with (which was a very small point in your article) is that the networks are paying 300% more to the publishers that they should be. Networks bring a lot of value to publishers because they are monetizing remnant inventory, but so many are bringing terrible rates and low ad quality. In my opinion, some of them completely devaluing the publisher's brand.

There is no denying that the network space is very crowded right now and there is going to be a lot of changes happening in the next five years. It is going to be very exciting to see how everything pans out.

The announcement by Google that they are now offering retargeting on AdWords is beneficial to advertisers and publishers. That is only going to push the rates up for their publishers and continue to push mid-tier networks out of the mix . . .

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