• http://www.turtle-soup.com jeremy

    where to begin? the entire premise of this piece is based on the flawed assumption that all users who see an ad and ultimately convert should be credited back to the ad impressions that were served. This is obviously flawed since there are clearly users who will convert regardless of whether an ad is shown. Thus, any model that attributes all conversions will reward impressions that are plentiful and cheap as it simply increases the odds that a media provider will get credit for driving value for their advertiser. RTB benefits massively from the current attribution schemes out there and this article is touting the benefits without acknowledging the fact that cheaper impressions are less likely to be noticed (due to user impression fatigue) or even seen at all (over 60% of impressions in RTB are below the fold).