In Defense of Marketing Scientists

July 5, 2011

It’s rational to be concerned about quantitative “trading” of ad impressions and to wonder if it exposes the advertising industry to the troubles that plague Wall Street. Ironically, real-time bidding seems to have triggered these concerns.

The reality is quite the opposite. Real-time bidding promotes the kind of openness and transparency that would have made the financial shenanigans and obfuscation of the mortgage mess impossible. The collapse of the subprime mortgage market was all about sellers re-packaging mortgages until buyers could no longer understand what was inside and the risks they were taking. Real-time bidding is about selling impressions one at a time, with a lot of information available about every single impression and purchase. Read more>>>>