• 3 responses

    1. Calvin
      May 20, 2013

      So a trading desk is basically an ad network?

    2. Brian
      May 22, 2013

      Not necessarily. Some trading teams are opaque about their markup; others are transparent. That's totally up to the agency. I think there's room to be transparent with clients and still have a strong business case for trading.

    3. Jaco
      May 23, 2013

      Transparency down to client level about rates , sites, quality of inventory etc will be key if RTB is to continue the growth it has seen it the last few years. This is when the real value of using RTB as a channel is emphasized most. Thanks for a good read Brian.

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