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<atom:link href="http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: How the Real-Time Ad Market Grows From $2 Billion to $9 Billion]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments</link>
<language>en-us</language>
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<description><![CDATA[DSPs, SSPs and agency trading desks area all mud wrestling over the same $2 billion. They can break free if they embrace "programmatic guaranteed."]]></description>
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<title><![CDATA[By: JED NAHUM]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107330</link>
<description><![CDATA[]]></description>
<pubDate>Mon, 07 Jan 2013 18:26 EST</pubDate>
<author>JED NAHUM</author>
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<title><![CDATA[By: Alastair Little]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107298</link>
<description><![CDATA[Thanks Jay - I think that yes there will be a lot of consolidation within the LUMA slide, and a lot of disappearances. But I think the elephant in the room (and obviously not many people feel comfortable declaring this in public) is that some of those disappearances may well be agency trading desks. I&#039;ve yet to hear a particularly clear articulation of their value. The media agencies of the future are companies that own the best consumer data and offer clients incredibly powerful - and proprietary - targeting solutions. I don&#039;t think any media agencies have that in their DNA. I know a number of big advertisers that have already taken all performance media in-house.

I think a future landscape looks more like advertisers, media owners, tech enablers and &#039;data owners&#039;.

So, paraphrasing your earlier thread - I&#039;d go for &quot;buyers, sellers, enabling platforms [and data owners] win&quot;.]]></description>
<pubDate>Fri, 04 Jan 2013 15:12 EST</pubDate>
<author>Alastair Little</author>
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<title><![CDATA[By: Jay Sears]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107291</link>
<description><![CDATA[Eric:

You and Joe Pych (below) need to participate in our IAB Ad Technology Council as we have the OpenRTB and eBusiness working together, side by side(email me sears@rubiconproject.com if you&#039;d like to be involved).]]></description>
<pubDate>Fri, 04 Jan 2013 13:48 EST</pubDate>
<author>Jay Sears</author>
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<title><![CDATA[By: Eric Picard]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107289</link>
<description><![CDATA[Jed/Jay/Diego - There are a lot of issues this brings up, and now I have my next article topic! Programmatic is a superset of auction/RTB/exchange, and we as an industry need to both embrace that broader definition and evangelize it. 

RFP/Insertion Order is the devil that needs to be automated. The pipes that will glue together whatever mashup the tech vendors come up with will ultimately be the same as those used to fulfill the exchange. This isn&#039;t about &quot;old&quot; verses &quot;new&quot;. It&#039;s about next, better, faster.]]></description>
<pubDate>Fri, 04 Jan 2013 13:42 EST</pubDate>
<author>Eric Picard</author>
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<title><![CDATA[By: Jay Sears]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107285</link>
<description><![CDATA[Alastair:

The folks with scale will win (big win). And as I said on another thread 80% of the logos (er, companies... er, features...) on Terry&#039;s Luma slide will go away - both because they are features and because many are overcapitalized and unprofitable. 

However, if we hung a shingle out this afternoon and started a business (maybe as a specialized market maker) without raising $50M in venture capital, I bet we could make a very good living - just like many SEMs do today off Google search. In this way, RTB (or really the protocols around advertising automation) does democratize like you say it should.

What do you think?]]></description>
<pubDate>Fri, 04 Jan 2013 12:47 EST</pubDate>
<author>Jay Sears</author>
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<title><![CDATA[By: Alastair Little]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107282</link>
<description><![CDATA[]]></description>
<pubDate>Fri, 04 Jan 2013 11:26 EST</pubDate>
<author>Alastair Little</author>
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<item>
<title><![CDATA[By: Jay Sears]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107279</link>
<description><![CDATA[Ray:

Buyer, sellers and enabling platforms win.

80% of companies on Terry&#039;s Luma chart go away or become features of the few of us running scaled, profitable businesses.

What do you think?]]></description>
<pubDate>Fri, 04 Jan 2013 09:19 EST</pubDate>
<author>Jay Sears</author>
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<title><![CDATA[By: Jay Sears]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107277</link>
<description><![CDATA[Agree with OpenRTB and eBusiness working together and this is something we are driving with the IAB Ad Technology Council and Board. We have great folks like Operative, MediaOcean, MediaMath, DataXu leading these efforts specifically and would welcome the participation of others (email me sears@rubiconproject.com if you&#039;d like to be involved).

And yes, the biggest changes now need to come from the buyers and sellers themselves. On pub side, CROs need to think about comp models for their sales people so our platforms are seen as an extension of their direct sales efforts, and nothing else (like a threat, which if that is happening is just poor planning).]]></description>
<pubDate>Fri, 04 Jan 2013 09:14 EST</pubDate>
<author>Jay Sears</author>
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<item>
<title><![CDATA[By: Joe Pych]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107276</link>
<description><![CDATA[Great article, Jay. There are still some &quot;pipes&quot; to be laid (e.g. electronic insertion order), but we are getting there and it looks like it will come to fruition in 2013. There are still a number of challenges. Guaranteed buying is not &quot;real-time&quot; and it&#039;s not &quot;bidding.&quot; So, today&#039;s breed of RTB tech is generally a bad fit. But RTB has proven that standards and infrastructure make electronic trading possible. It&#039;s time to bring that to the next level. 

The IAB and its members are playing an excellent role in setting these new standards. We need to tie together the OpenRTB efforts with the workflow and eBusiness efforts, which are separate projects right now.

Also, let&#039;s not forget the economic realities/hurdles for agencies and publishers. Agency comp models need to adapt if productivity cuts hours. Good publishers will not participate in any environment that commoditizes their inventory.

More thought on this in &quot;3 Reasons Why &#039;Programmatic Premium&#039; Does Not Work Today&quot; here: http://the-makegood.com/2012/10/16/3-reasons-why-programmatic-premium-doesnt-work-today/ 

We&#039;re getting there!]]></description>
<pubDate>Fri, 04 Jan 2013 08:57 EST</pubDate>
<author>Joe Pych</author>
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<title><![CDATA[By: Raymond Faust]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107272</link>
<description><![CDATA[Jay - well stated article. It is definitely here now. Buyers and sellers (aka advertisers and publishers) working more closely together is a very good thing ... not to mention that our industry is long overdue to get true premium inventory into the programmatic mix.

Does everyone win in a programmatic guaranteed world? If not, who stands to benefit / lose the most?]]></description>
<pubDate>Thu, 03 Jan 2013 23:24 EST</pubDate>
<author>Raymond Faust</author>
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<title><![CDATA[By: Jay Sears]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107271</link>
<description><![CDATA[Dr. Nahum:

You are right, we have been doing this forever. We are just automating the rest of advertising. It is simple and we make it confusing, which is absurd.

I like the context / audience comment but also remember the publisher has to release the &quot;better&quot; inventory that is not in the open market and platforms like Rubicon already help sellers model and value audience segments, so I think programmatic guaranteed puts sellers in a good spot either way.

See the cabal Avila and i are going to convene at IAB Leadership Phoenix, we are expecting your attendance...]]></description>
<pubDate>Thu, 03 Jan 2013 22:40 EST</pubDate>
<author>Jay Sears</author>
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<item>
<title><![CDATA[By: Jay Sears]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107270</link>
<description><![CDATA[Tim: it is a composition of a couple banking and industry reports we used to arrive at the $9.1B. It&#039;s a US number (internationally the opportunity is bigger and we are in that game too). Figure simply, US display is $10B and RTB is $2B, then we need to automate the remaining $8B. That&#039;s a an easier calculation and gets you in the same neighborhood. Perhaps we should convene a programmatic cabal at the IAB Annual in Phoenix and discuss...]]></description>
<pubDate>Thu, 03 Jan 2013 22:34 EST</pubDate>
<author>Jay Sears</author>
</item>
<item>
<title><![CDATA[By: JED NAHUM]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107269</link>
<description><![CDATA[Hey Jay. Nice article, my man.

WRT Diego&#039;s question, for the near term I agree with you, but I think it&#039;s not really programmatic, it&#039;s more what we&#039;ve been doing forever.

The question re: the future feels like a discussion about whether the higher order bit is audience or content. If the latter, then supply will make the guarantees -- but I think that&#039;s unlikely. If the former, then the closer your position is to the advertiser and her data the more powerful your audience definition becomes. Imagine custom, advertiser defined segments sold programmatically on a forward basis. In that outcome, aggregators of advertisers will be rewarded by their proximity to demand. Maybe this is just detail in support of your Mid-term and Long-term comments above?]]></description>
<pubDate>Thu, 03 Jan 2013 22:08 EST</pubDate>
<author>JED NAHUM</author>
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<item>
<title><![CDATA[By: TIM AVILA]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107268</link>
<description><![CDATA[Nice article Jay. I think you laid out the value of Guaranteed Programmatic. Would love to see more details on how you got to 9.1B. The four components are interesting how did you get the spend levels for each?]]></description>
<pubDate>Thu, 03 Jan 2013 18:57 EST</pubDate>
<author>TIM AVILA</author>
</item>
<item>
<title><![CDATA[By: Jay Sears]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107266</link>
<description><![CDATA[Diego:

Near term, expect the sellers to provide the guarantee (and for this to be reflected in the price - more $ for better inventory and more $ for the guarantee). 

Mid-term, there will be some agency buyers that will buy upfront (for the house) and incorporate this risk into the advertiser&#039;s price.

Long-term, there will be various market makers that will trade in derivative products built on top of these guarantees.

What&#039;s your thinking?]]></description>
<pubDate>Thu, 03 Jan 2013 15:43 EST</pubDate>
<author>Jay Sears</author>
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<title><![CDATA[By: Diego Panama]]></title>
<link>http://adage.com/article/digitalnext/real-time-ad-market-grows-2-billion-9-billion/238958/#comments-107263</link>
<description><![CDATA[Jay,
Curious to hear your opinion on who will take the risk/reward on offering the guarantee. Will it be publishers that build segments and offer a guarantee to a buyer via API (programmatic buying not necessarily in real time) or will it be the aggregators of demand (i.e. DSPs/ATDs) who become familiar enough with marketplaces to bet on futures?]]></description>
<pubDate>Thu, 03 Jan 2013 14:49 EST</pubDate>
<author>Diego Panama</author>
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