Is RTB Killing Advertising's Serendipity?

Hosting an afternoon panel at OMMA RTB, MediaPost editor-in-chief Joe Mandese is talking “serendipity,” and his fear that ever more accountable advertising is losing that magic ingredient.

David Cohen, Chief Media Officer at Universal McCann says it’s not an issue.

It’s not an “either/or” thing, Cohen says. The serendipity business is actually thriving, he assures -- It can’t not, he adds, because consumers see an average of 1,200 ads a day, the majority of which they tune out.

“Optimization is in no way a bad thing, but we need to be careful that we don’t think it’s the be-all and end-all,” says Richard Mooney, Partner and Managing Director of North American, Essence Digital.

“There’s still a place for serendipity,” Paul Rostkowski, President at Varick Media Management, promises.

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