Will Wall Street Quants Corrupt Online Advertising?

July 22, 2011

Recently there has been some hubbub about advertising becoming too much like Wall Street. The critics worry the advent of ad exchanges, where media is “traded” in real-time like financial securities, will give rise to advertising “quants” who will trade media just to make a buck — and put the ad industry at risk in the way leveraged debt imperiled global financial markets.

As someone who’s been a “quant” both in the Wall Street sense and in advertising, I admit there are parallels between Wall Street and Madison Avenue today, and advertisers should carefully consider how real-time bidding will impact their industry. But just because mathematical minds are invading the ad-trading industry doesn’t mean they’ll bring it down the same way Wall Street quants did. Read more>>>>