• by Joe Mandese  @mp_joemandese, May 16, 2012

"I'd like to propose a new acronym here today," Brian O'Kelley, CEO of Appnexus said on the "Grill The Vendors" panel at OMMA RTB. "I think we should take the RT ouf of RTB, because it's bidding. Why don't we just say B."

O'Kelley has a point there. Besides the whole concept of "real-time" is a bit squishy, because the time component is kind of relevant. It's really using technology to do programmatic trading, and making ask/bid based buys.

"If there is one thing that has changed in the business over the past few years, it is that we're thinking about bidding, and bid mechanics," he said. "The question is why isn't there more biddable inventory in the business today."