It was never more apparent that there's still a-ways to go with the rules around buying and selling for this deal as when moderator Rothenberg, who asked tough questions of his own, opened the microphone to the audience's "grilling." Among the questioners, Forrester analyst Joanna O'Connell stepped to the microphone to discuss the use cases for buying:
Joanna O'Connell: What can be accessed through programmatic channels through this partnership versus what must be accessed through direct salesforces?
Dave O'Hara: "Must" is a strong word. We will give our own salesforces, respectively, the first chance to go out to and sell our inventory on a reserved basis. Anything they don't sell on a reserved basis will be accessible through the exchanges.
Joanna O'Connell: So, if you're a trading desk, you could go via your DSP and access these unsold Microsoft segments on Yahoo inventory through your DSP?
Dave Jacobs: I think the clarifying statement I would make is that all of us individually are going to make the decisions about whether they want to allow that trading desk on each others respective inventory. It's not that it's not allowed, it's just that we're going to need to make those individual decisions in a transparent fashion.
Joanna O'Connell: That should be really interesting.
Jim Heckman: I don't think it's actually that complicated. 4 hours a day with each other for 6 months and just to give the answers…. #1, each buying group is a direct contextual, transparent, brand site - that's Class 1. #2 our combined inventory is very easily available in terms of the interoperability plan that we've got so that our salesforce can sell reserved audience buys. So, "I want 24-36 women (…)," we can execute that, we call up each other on the phone, we're interoperating. Pretty simple. Third - programmatic buying. We see it as three distinct methods of buying.