• by Gavin O'Malley , Staff Writer @mp_gavin, May 16, 2012

Nick Pahade, a few weeks into his latest gig as CEO of Initiative, has one question for CMOs:  What is their audience strategy? Answers, Pahade explained during his OMMA RTB keynote, run the gamut. Some marketers say they're already devoting 20% of their budgets to RTB; some don't know what he's talking about (and tell him to: "Go ask my digital guy!"); others say they're planning on RTB; while a precious few insist: "We're ready!" Even for that last group, Pahade admits there are a variety of obstacles, which stand in their way. Centralizing efforts, cultural barriers, embedded prejudices, … it's a long list.