Commentary

RTB: Do we have real-time analytics ..or not?

Some digital companies believe more is needed when it comes to analytics concerning real-time buying.

Mandana Mellano, vp of solutions lead for RAPP, at the OMMA RTB event, says, “we should have real time analytics. We are going on the bare minimum. [Right now] it is just efficiency play. We don’t have multi-channel attribution.”

Not completely so says Alan Smith, head of media NA of Essence. “You can get all the segment data you need. It’s efficiently just as good to get impressions from server logs. DSP platforms are only one part of the solution.” He recommends now getting impression data from devices.

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