The following is MoM[S] commentary, on important articles or work from others, on key topics of the day in the Sales world.
With so much breathless hype & chatter about the emerging state of the RTB [real-time bidding] world, and how it will displace the many Sales pros working in Media today…it is interesting to see this appear today, by way of MediaPost.
Turns out: the RTB world [by design it should be pointed out, being ‘auction-based’], doesn’t really function all that differently from…the ‘Scatter‘ Markets? Yes, it’s true.
So, in one sense anyway, the established ‘Upfront’ model… assembled by humans, transacted by humans…may have a valid place going forward after all. Which MoM[S] will of course keep on writing about.
We said in ClickZ back in 2010, that, “At some point, either the parsing of audience data will become so granular as to be way past the point of diminishing returns, the prices on ad inventory bid so high via RTB auctions most DSP firms now offer that buyers will go running back to individual properties to ‘lock in’ inventory deals, or some other disruptor will come along, that the ‘hype’ over DSPs will decrease to a more measured level.”
More, we also said, “DSPs [and the RTB auction process that goes along with it] are just one more tool in an arsenal…” We still stand by that today, for reasons this article illustrates well.