The "M" in RTM is open to interpretation, and today it means Mobile. WideOrbit this week announced a mobile app that allows offline media - specifically TV and radio - to be bought and sold by humans on-the-go. This is where the distinction between real-time and RTB becomes important. "Real-time" is anything that happens immediately, whether it be buying media on-the-go (like the WO app), data collection, or the ability to geolocate users on mobile devices. "RTB" is the automated buying and selling of available ad inventory. When the real-time technology loses automation (i.e., the WO app), the application of …

As RTM Daily reported last week, Booyah Advertising has implemented an in-house real-time bidding (RTB) trading desk. It's not common for a digital agency to bring that type of technology in-house, so what drove Booyah to do it? RTM Daily spoke with Booyah President Troy Lerner about the company's decision-making process. Lerner said that Booyah is built on the foundation of putting "as much stuff under one roof" as possible. As a small company (60 employees), managing a real-time trading desk themselves is no small task. For now, this makes Booyah unique. In the next 12-24 months, though, others might …

Programmatic media-buying may be dominated by online display, but it's starting to gain traction as an efficient -- and effective -- way of trading other media, even some of the most old school options. And there's nothing more old school on Madison Avenue than radio, right? Not so, according to Triton Digital, the private equity-backed radio tech firm, which has already cut deals with WPP's Xaxis and CBS to begin trading radio inventory on its a2x programmatic buying platform. Tomorrow it will announce that it has also signed up Entercom Communications too. Okay, so they've unofficially announced it here in …

One of the nice things about the ambiguous "real-time marketing" term is that it can be applied to so many things. At this point, I think the term's definition is ultimately in the eye of the beholder. Any new application of real-time marketing is simply added on to the existing definitions - it's a classic snowball effect. Earlier this month, analytics company Acxiom hosted Engage, an invite-only B2B Big Data Marketing event in New York City. During the event Acxiom introduced new offerings; but what interested me the most was the case study of how those new technologies were introduced. …

It's ironic that a real-time blog would be blogging about the month of February when April is only about a week away, but February's data is still very relevant today. The data comes from the new real-time marketplace app from Rubicon Project. Even though this data is about real-time, it isn't released in real-time. As RTM Daily wrote back in February: "Currently...each month's data is refreshed within two weeks of the next month...Rubicon is looking into ways of making the data even more immediate and real-time." Helen Jen, director, product marketing at Rubicon, walked me through the app and everything …

De Telegraaf, a Dutch daily morning newspaper, has been using RTB to buy and sell their ad inventory since 2009. As an early adopter in the real-time space, De Telegraaf has set the example for European publishers to follow. De Telegraaf has their own bidder and uses Rubicon Project as a supply-side platform to integrate with all the demand-side platforms and agency trading desks. Martin van der Meij, head of commercial development at Telegraaf Media Group, spoke with RTM Daily to give some advice to those in the space, shed some light on the role Europe will play in coming …

That giant sucking sound you've been hearing in the online display advertising marketplace apparently has been coming from where the pineapples grow. No, not Hawaii, but Menlo Park, CA, where Facebook is headquartered. The reason for the cryptic pineapple reference is that's the new code word industry insiders use when they want to refer to Facebook's business practices, when they are under contractual obligations not to mention the company by name. Actually, "pineapple" became the running joke during the OMMA RTB conference I emceed in San Francisco Monday, whenever anyone wanted to refer to anything that was somewhat NDAable.

Speaking at OMMA RTB in San Francisco today, Brian Monahan, managing partner, intelligence practice at Magna Global, spoke about the growth that RTB industry will see in years to come. Magna Global predicts that RTB will be a $3.3 billion industry in the US in 2013, with YOY growth of 39% (RTB video is not included in these numbers, just display in the US). The company predicts that the $3.3 billion will grow to over $7 billion by 2017. "We think that RTB display is about a quarter of the display market overall in the US, and think it will …

It's hard not to use overwrought metaphors when writing stories blog posts about cookies, but this one may be especially crumby. That's because much of the programmatic marketplace -- at least in the way we think about it today -- depends on those little data tracking crumbs, which enable people and machines to target (or retarget) users with speed and relative precision. So what happens if, as Mozilla is suggesting, cookies actually crumble. According to someone whose views I have profound respect for -- Pivotal Research Group's Brian Wieser -- not much. In a note sent to Wall Street investors …

Not that he needs my help, mind you, but I'd like to come to the defense of Irwin Gotlieb. You know, the most powerful man in media. Or at the very least, the most powerful man in our little world of media-buying -- and by extension -- real-time media trading too. Gotlieb, of course, is the global chief of WPP's GroupM and influences gazillions of dollars in brand spending across every major media platform, but he's gotten himself in a little trouble for doing what we should all admire in an industry leader: Being honest. The problem is that he's …