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Commentary
Why Brands Are Eyeing Programmatic Direct
- iMedia Connection, Monday, January 12, 2015 3:58 PM
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.
Tyler Loechner is a MediaPost Reporter covering real-time, programmatic, RTB and more. You can reach Tyler at tyler@mediapost.com.