On the "Buying in Real Time: What Are Brands Doing Here, Anyway?" panel at OMMA RTB in San Francisco today, moderator Ryan Polley, VP, corporate development, comScore, asked, "Why are brands embracing RTB?"
Marcus Pratt, director of insights & technologies, Mediasmith, believes that reach and efficiency brought brands into RTB in the first place, saying that they found that RTB was effective at meeting whatever their goals were.
"Now you're seeing the level of control that a brand marketer can get," he said. "It's a lot easier to meet those goals when using RTB."