2 responses

  1. josh
    June 7, 2013

    The other Con of Trading desks is that ads are served trough DSP's on trading desks. in which bids are entered by humans rather than a computer algorithm. The human element doesn't allow for the true advantage of RTB/Programmatic platforms - Bidding/Optimizing in real time like some of the top players in the Online display space can (Quantcast, Rocket Fuel, Tribal Fusion, Etc.)

    Trading desks don't allow for cookie based bids and optimizations based upon an individuals likelihood to perform the goal action, they only allow for grouped bids based upon somewhat stale 3rd party data or 1st party retargeting data. that 1st party data is only so helpful and generally available to any other RTB partner you could work with as well AND retargeting is much more a symptom of poor last click attribution model rather than intelligently bidded display advertising.

  2. James Aitken
    June 18, 2013

    Gurbaksh asks some pertinent questions about potential conflicts.

    It's worth also pointing out under 'cons' that to capitalise fully on their holistic consumer view, marketers need their agencies to offer a similarly holistic view of platforms. This isn't typically achievable.

    DSPs and exchanges have strengths and weaknesses and that no two are the same. Agency trading desks typically work across 1 platform or in some cases 3 platforms (if you are lucky) but it’s not enough to allow every ad tactic to be leveraged within a designated platform. All too often it’s ‘one campaign, one platform’ which as an approach has performance limitations. It’s important to acknowledge that the technical and operational logistics of cross platform are cumbersome but when looking at performance the upside is most definitely worth it.

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