• by Gavin O'Malley , Staff Writer @mp_gavin, October 2, 2014

Compared to closed exchanges, is the quality of inventory that much lower in open RTB exchanges? By “a country mile,” according to Rob Master, Vice President Media at Unilever. Unfortunately, Master told attendees of OMMA RTB, on Thursday, Unilever has “not found the quality we had hoped.” While not comfortable making a quality assessment, Joe Kowan, President of the Programmatic Buying Unit at GroupM, said open exchanges certainly “set a very low bar.” Among other issues, that presents "challenges with scale," Kowan added.