Comments on: Real-Time Will Redefine Media-Buying Efficiency http://www.adotas.com/2010/02/real-time-will-redfine-media-buying-efficiency/ Where Interactive Advertising Begins Fri, 10 Feb 2012 17:07:34 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: R.J. Lewis http://www.adotas.com/2010/02/real-time-will-redfine-media-buying-efficiency/#comment-807423 R.J. Lewis Fri, 05 Feb 2010 18:09:27 +0000 http://www.adotas.com/?p=14763#comment-807423 We've been using RTB in the finanical markets for years, yet follow any financial transcation through the full cycle and there are middle men taking a cut the entire way. While markets give the "appearance" of efficiency, many will argue against the notation that markets are truly efficient. Google adsense has been doing RTB since inception. But like these other markets "transparency" is greatly lacking. Does anyone get to see how much google pays out by ad unit? No. Yet that is how the bidding is done. There is the illusion of transparency, but none really exists. Is it the illusion that creates comfort? If not, relationships will still matter. After all, people trust people. Trust and reputation are complicated and fragile, they take time and many many good deeds to build up, but are easily shattered with one mistake. Illusions, are just that... We’ve been using RTB in the finanical markets for years, yet follow any financial transcation through the full cycle and there are middle men taking a cut the entire way. While markets give the “appearance” of efficiency, many will argue against the notation that markets are truly efficient.

Google adsense has been doing RTB since inception. But like these other markets “transparency” is greatly lacking. Does anyone get to see how much google pays out by ad unit? No. Yet that is how the bidding is done. There is the illusion of transparency, but none really exists. Is it the illusion that creates comfort? If not, relationships will still matter. After all, people trust people. Trust and reputation are complicated and fragile, they take time and many many good deeds to build up, but are easily shattered with one mistake. Illusions, are just that…

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