RTB: From The Publishers' Perspective
RTB-- Real Time Bidding -- can be questionable for some. Critics say there can be "data leakage," for example.
"Data is an asset for us," says Mark Westlake, chief revenue officer of TechMedia Network. "People that come and steal that data, that's concern for us."
Here's the good news: "It's a good way of testing, a good way of getting new advertisers," says Westlake. Also, if publishers can not used third parties -- sometimes -- that helps. "For publishers, not blocking campaigns means it is more direct." And Westlake likes that.
WAYNE FRIEDMAN
Wayne Friedman is West Coast Editor of MediaPost.
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