Why real-time is not the be all and end all
Caspar Schlickum Xavis, London
For many people in the industry, real-time bidding (RTB) heralds the start of a new era, an era in which buyers and sellers come together in a perfect marketplace and each ad impression is assigned a value based on the needs of both sides at the time that impression is served; a utopian world where agencies are marginalised or redundant, and technology does all the grunt work.
This steady march into automation seems irrefutable, at first glance. Non-storable assets (of which digital impressions is one)...