• by Wayne Friedman , Staff Writer, July 25, 2013

Real time buying technical process can be complicated to many -- even many media planners.

“It’s still a challenge for people to understand, “ Abe Snyder, media director of Traction, at the OMMA RTB event.  “It can be drain on the operation.”

“It’s a burden on media planners,” Stephanie Mace senior vp/director of engagement & experience planning of MRM. Mace says it would be better if they could focus more on a bigger strategic view.

Alan Smith, head of media NA of Essence, says future media planners wanting to have a working knowledge of real time buying systems should have an understanding of platforms and then aptitude of data across those platforms.