Chapell & Associates

Tuesday, May 29, 2012

MediaPost OMMA RTB: Real-Time Buying

Wednesday, May 16, 2012, New York City, NY

Hands Free RTB: The Promise and the Peril of Mobilizing the Model

RTB and mobile seem made for one another. The under-monetized inventory is massive here. The scale and reach are unparalleled. And the platform brings to a whole new level the RTB mantra of “right ad/right audience/right place/right time.” But can the technology and techniques behind Web RTB really play here? Cookies are scarce; inventory is fragmented across operating systems, devices, apps and mobile Web. And privacy concerns? That looks like third rail. Yet RTB is in its infancy on mobile. Will an organizing principle (let alone standards for data, serving, measurement, etc.) emerge to buy/sell mobile inventory in a real-time structure?
Alan Chapell , President, Chapell & Associates
Roy Chung , Associate Director of Emerging Solutions, VivaKi Nerve Center
Jason Cianchette , General Manger, Liquid Wireless, Publishers Clearing House
Ernie Cormier , CEO & President, Nexage
Jennifer Lum , President, Adelphic Mobile
Krishna Subramanian , CMO, Velti



posted by Alan on Tuesday, May 29, 2012

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