Around the Net
More To The "B" Than Bidding and Buying
- MediaTel, Monday, March 25, 2013 3:05 PM
The "B" in RTB most commonly stands for "bidding" and "buying," but Rhys McLachlan, director of corporate and business development at Videology, believes that there is much more to the "B" than that. In an opinion piece on MediaTel, McLachlan writes, "My view of RTB is that the buying bit is the least important part of the equation." He went on to write, "...the really powerful element in programmatic buying is the real time element." McLachlan argues that the real time element is "transformational" for assessment, decision-making, and execution in all media, not just RTB.
