Commentary

Agencies Air Out RTB Fears

Think agencies are growing more comfortable with programmatic systems to protect their precious brands? Maybe, but their fears remain very real, according to Renee' Dornan, Director of Digital at MEC Global. “If you don’t know where your [brands are] running, you probably shouldn’t be running there,” Dornan told her colleagues in attendance at OMMA RTB Seattle, on Wednesday. “There’s … a lot of work being done, but it probably could be done better,” Dornan said of industry efforts to improve transparency and viewability standards, while continuing to curb malware, click-fraud, and other issues. Presently, paying for services that can improve viewability is not a bad idea, Dornan added.

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