Mario Diez rejoined PointRoll earlier this year as CEO, after growing the New York market for the company nearly a decade ago. The man has a pretty informed perspective of the premium market, not only through his role at PointRoll, but also because Quadrant One, his previous employer, was among the first premium private exchanges. Yet, to his mind, the definition of premium RTB continues to evolve. "It is becoming less about the inventory and more about intelligence," he comments. "Advertisers will always be willing to pay more for ads that do more."