Does RTB Require Media Placement?

Where does media placement fit into an RTB strategy? Nowhere, really, “as long as we’re controlling our (key performance indicators),” and ads are not running alongside offensive content, says Joel Nierman, Marketing and Media Director at Critical Mass.

That said, Rob Griffin, EVP and Global Director of Product Development at Havas Digital, says you can’t underestimate the importance of context, and, therefore, media placement is still necessary in an increasingly RTB-led world.

Indeed, “There are bad (ad) placements,” Anne Hunter, SVP of Advertising Effectiveness Products at comScore, reminds OMMA RTB attendees on Thursday.