That’s what OMMA RTB afternoon warm-up act Ben Fox just suggested.
Fox, who is executive vice president of the Magnify Platform Services unit of Adconion, just suggested.
Not
that digital media still is a high-touch, human manpower endeavor, involving phone calls, faxes, and yes, even “fruit baskets,” Fox quipped, “It’s almost like manual-time
bidding.”
That’s all going to change, Fox said, as programmatic trading catches on, and as more of the premium inventory seeps into real-time exchanges.
“Today is
this world where you’re essentially picking up the phone and negotiating a price. It’s a lot of art and not as much science as you think,” Fox said, adding, “In the world of
programmatic buying, everything is basically set up for you from Day One.”
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