• by Joe Mandese  @mp_joemandese, May 16, 2012

That’s the way Forrester’s Joanna O’Connell kicked OMMA RTB off with, using the handshake metaphor as a way of explain what the technology is supposed to do in the RTB marketplace.

O’Connell conceded that “it’s kind of nerdy… it’s not that glamorous unless you’re a dork like me.” Or me too. So I guess dorks finally rule, or at least have the attention of Madison Avenue. But that doesn’t mean they’re going to completely take over.

And here’s where O’Connell drew a really important insight that I totally agree with: That the industry is going to bifurcate into two separate, but complementary directions: One focusing on the kind of automated, programmatic buying that the first generation of RTB is manifesting, and another that will be based more on the artsy-fartsy, high-touch brand experiences that Madison Avenue (you know, Mad Men) are historically known for.

“You’re starting to see the lines blur,” she said, quoting a big marketers she recently interviewed on the subject: “I think the distinctions between brand and direct response are starting to fade,” she quoted, adding, “The consumer doesn’t know the difference, why should we?”

As a result, O’Connell said she believes Madison Avenue will split in two different but complementary directions of, “Brand experience buyers and programmatic buyers, on the other hand.”