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

Editor's Note: Jenna Umbrianna, Platform Media at Interpublic's Hill Holliday unit took exception to the way she was characterized in this raw blog post, and offered the following quote to clarify her position: “We have a great relationship with our trading desk [Interpublic’s Cadreon] and we also work with DSPs.”

Do agencies need their own trading desks? Nope, says Jenna Umbrianna, Platform Media at Hill Holliday -- nor do her agency peers on an afternoon panel at OMMA RTB. "We don't," concurred Nuno  Andrade, Media Director at SapientNitro.

Oh, and as the entire panel agreed, most -- if not all -- exchanges are dealing with the exact same inventory. "We're all probably tapping the same stuff,"  admitted Umbrianna. Yep, that's "most likely" the case, agreed Victor Wong, CEO of PaperG   

Then, what's to differentiate individual exchanges? It's a matter  of people, process, and strategy, according to Michael Kaushansky, SVP of Analytics and Insights at Havas Digital, N.A.