• The Drum, Monday, August 12, 2013 2:44 PM

Robert Webster, MediaCom's data and technology director, has joined ad tech firm Crimtan as chief product officer, The Drum has reported.

"The real-time bidding (RTB) environment has drawn criticism from experts, with many frustrated that the over-reliance on retargeting for the purposes of driving volume has meant the market has failed to capitalize on its full potential. Webster agrees, adding that retargeting has become 'commoditized,' with the result that not enough focus is on exploring the full capabilities of programmatic trading," The Drum wrote.

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