• by Mark Walsh  @markfwal, May 16, 2012

Mobile alters the definition of premium inventory beyond context in the form a branded publisher’s page to a focus on buying by real-time attributes, especially location. Nexage CEO Ernie Cormier said premium, in effect, is in the eye of the beholder because a buyer can target according to different variable through RTB with location, device ID, or certain demographics. “When you have a discovery mechanism like RTB, where you have multiple buyers looking at impressions, and using whatever data signs their using, the whole idea of premium really gets lost in that mix.”