• http://linkedin.com/in/bradhawk Brad Hawk

    Preach – this term gets thrown out there without regard to it’s true meaning. Also happens on the search side as well. There are folks out there mentioning RTB with regards to paid search, which is confusing at best, misleading at worst. Unless there’s other capabilities unheard of, enhanced CPC in AdWords is the only RTB-like decisioning system out there at a user level.

  • Allan Stewart

    Good post Dax. Have you tried the QuBit data model which pipes real time first party data into DSP segments; it’s very powerful and fast. I’m not aware of any combined DSP/DMP platforms… Can you give an example? One final question… Could you explain how the Responsys (ESP) and app nexus integration works… I mean it seems interesting to me that you can target an individual with both an email and a display ad through one platform.

  • https://www.linkedin.com/pub/juan-pablo-suarez/1/403/733 Juan Pablo Suarez

    The real-time bidding and data analysis will get to the “promised” point as each platform understands and develops their technology for the purpose they serve. If a DSP is making the decision based on cookies gather from networks or cookie pools, it won’t make a difference. It is important to continue the conversation and try to explain more what this stage of the online world means. More and more marketers, brands, agencies and people wants to run programmatic buying without real knowledge or understanding why they would do it and what results can they expect.

  • Dax Hamman

    That’s right Juan, agreed. A platform has to analyze the data during the bid request for it to be considered really real-time. It is suprising no one else has solved that!

  • Dax Hamman

    Thanks Allan. Am not familiar with them, will look into it. I want to be cautious about how I respond, because I do not want to sound like I am pitching – there is only one combined DSP/DMP that works in real time, and it happens to be Chango. We collect all the data about indidivuals in a profile, and then execute across display, social, Twitter, video, email etc.. Solving the problem by connecting the dots has been a fun challenge!

  • Dax Hamman

    Ha, that’s an interesting one, haven’t come across that. Agreed though that SEM is real-time.

  • Dax Hamman

    Hi Mark – it is an internal assessment based on comparing eMarketer’s estimations of total RTB media spend, against the total known or estimated spend of retargeting companies and major brand’s retargeting budgets.

  • https://www.linkedin.com/pub/juan-pablo-suarez/1/403/733 Juan Pablo Suarez

    Keep an eye on our very own MediaDesk (mediade.sk)…I do not want to sound like I am pitching either…;-)

  • Dax Hamman

    :)