iMedia Connection has posted an article written by Roy de Souza, CEO and co-founder of Zedo, contending that “programmatic direct beats RTB for brands.”
“The
problem with RTB is that it isn’t a guaranteed buy,” de Souza argues. “An advertiser can find the perfect customer, but lose the auction. The nature of auctions is that
nothing’s guaranteed. However, that customer is easily tracked and found again.”
Programmatic direct is expected to account for 42% of the programmatic U.S. market by 2016, per
eMarketer.
Read the whole story at iMedia Connection »