Initiative's Pahade: "I don't even know what digital means anymore."

Okay, so that was a paraphrase. Pahade actually said, “We talk about all things digital, I don’t even know what that means anymore.”

His point was it’s not just about “new media anymore,” because all media is new – and digital now . “It’s about how do we create new marketing solutions.”

The trick he said is to figure out how to capture one of the long-term branding and marketing goals within programmatic trading.”

Without that, Pahade told OMMA RTB attendees that the RTB marketplace won’t ever scale the way its proponents believe it will.

“Otherwise, I don’t think we’re going to move the needle as fast as people in this room want it to move,” he said.