• The Drum, Friday, April 26, 2013 11:31 AM

The Drum spoke with Joel Christie, online marketing controller, BSkyB, and asked him to describe the challenges and opportunities associated with real-time advertising. Christie said that "confusing jargon" and an overcrowded market of tech suppliers are two issues that brands encounter in the space.

"The amount of jargon that has arisen to describe the digital ad trading ecosystem has only led to further confusion and alienated some buyers and sellers," wrote The Drum. Christie believes that the jargon leads to trust issues and thinks that making the whole process easier to understand would be better for everyone. 

"Ultimately it is a trust issue and about understanding the opportunities. We talk in too much jargon which puts off a lot of buyers and sellers whereas if you can condense it and streamline it and make it easy to understand it will be better for the RTB display space as a whole,” he told The Drum.

Read the whole story at The Drum »