Comments on: RTB: In the Shadow of the ‘New Black’ http://www.adotas.com/2009/12/rtb-in-the-shadow-of-the-new-black/ Where Interactive Advertising Begins Fri, 10 Feb 2012 14:59:18 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Kirby Winfield http://www.adotas.com/2009/12/rtb-in-the-shadow-of-the-new-black/#comment-797801 Kirby Winfield Tue, 22 Dec 2009 16:13:06 +0000 http://www.adotas.com/2009/12/rtb-in-the-shadow-of-the-new-black/#comment-797801 @Matt - I agree these problems are not RTB-specific. My point was more around the fact that RTB has been cited by many as a panacea for the challenges faced by advertisers buying from networks. In a rush to embrace the next big thing, I think it’s useful to remember that it leaves many of the problems associated with the last big thing unresolved. @BigM – regarding the “who audits the auditors” question, I agree this is a challenge when evaluating the usefulness of third party “point solutions” that provide “exception reports” but no actual transparency. For our part at AdXpose, we want you to trust AND verify – we’ll tell you where the issues lie and show you as well. @Matt – I agree these problems are not RTB-specific. My point was more around the fact that RTB has been cited by many as a panacea for the challenges faced by advertisers buying from networks. In a rush to embrace the next big thing, I think it’s useful to remember that it leaves many of the problems associated with the last big thing unresolved.

@BigM – regarding the “who audits the auditors” question, I agree this is a challenge when evaluating the usefulness of third party “point solutions” that provide “exception reports” but no actual transparency. For our part at AdXpose, we want you to trust AND verify – we’ll tell you where the issues lie and show you as well.

]]> By: bIG m http://www.adotas.com/2009/12/rtb-in-the-shadow-of-the-new-black/#comment-797659 bIG m Tue, 22 Dec 2009 00:40:19 +0000 http://www.adotas.com/2009/12/rtb-in-the-shadow-of-the-new-black/#comment-797659 The risk described here is not really relevant for RTB but for media buying in general, There are techniques to safeguard such activities. I think this post is to pitch the need for the brand safety technologies. but let's face it. "who audit the auditers" We are in the need for a standarized auditing solution who is not profiting from the media buying transaction. The risk described here is not really relevant for RTB but for media buying in general, There are techniques to safeguard such activities. I think this post is to pitch the need for the brand safety technologies. but let’s face it. “who audit the auditers” We are in the need for a standarized auditing solution who is not profiting from the media buying transaction.

]]> By: Matt http://www.adotas.com/2009/12/rtb-in-the-shadow-of-the-new-black/#comment-797619 Matt Mon, 21 Dec 2009 21:29:55 +0000 http://www.adotas.com/2009/12/rtb-in-the-shadow-of-the-new-black/#comment-797619 Kirby- "Ad Stuffing" as you call is not a RTB specific problem. It is quite common problem among traditional ad networks. I believe that RTB is actually going to help shed light on these types of practices because of the greater transparency it provides to the advertiser and publisher around reporting. As for brand protection that is not a RTB specific problem either. If anything it is easier to control your brand image if you are bidding on URLs instead of buying across a ad network pool of inventory. -Matt Kirby-
“Ad Stuffing” as you call is not a RTB specific problem. It is quite common problem among traditional ad networks. I believe that RTB is actually going to help shed light on these types of practices because of the greater transparency it provides to the advertiser and publisher around reporting.
As for brand protection that is not a RTB specific problem either. If anything it is easier to control your brand image if you are bidding on URLs instead of buying across a ad network pool of inventory.

-Matt

]]>