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The Case Against RTB
- Advertising Age, Thursday, May 30, 2013 12:57 PM
Ad Age this morning published an article by Joe Mohen which makes a case against real-time bidding (RTB). The article, titled, "RTB Is the Most Overhyped Technology Ever," covers most of it.
"Despite the rhetoric…RTB is not a suitable technology for premium advertising, nor is it positioned to ever become so. Any large or mid-size premium Web publisher would be out of his mind to replace his ad-sales force with programmatic," he wrote.
Tyler Loechner is a MediaPost Reporter covering real-time, programmatic, RTB and more. You can reach Tyler at tyler@mediapost.com.