• by Mark Walsh  @markfwal, November 7, 2011

The final panel of the day at OMMA Display looks at what real-time bidding (RTB) really brings to the table, all hype aside. So what good is it? According to a panel of agency executives and online ad platforms, RTB’s chief benefits include bringing operational and pricing efficiencies, attribution and targeting precision. “If you see a user that valuable to you, you can buy that user. Everything else is a proxy,” said David Simon, director of business development at Turn. “That’s to me what RTB offers that no other media tactic delivers.” Chris Hansen, president of NetMining added that while RTB provides more transparency than other online buying methods, there’s still a lot of anonymous inventory found in exchanges.