Tag: big data

The Future Of The RTB Digital Industry (2/2)

Thanks for continuing to read my thoughts about the industry. Part 1/2 of the future of the RTB Digital Industry got a few hits. So what I was saying in part 1? The future is about tech companies that can deliver added value. Maybe a short synopsis for a lengthy article but the bottom line is that this is where the industry will be going. In the meantime ‘ad networks 3.0’ still have some added value, premium has value and the more complex the technology gets over the years, the more likely the agency can add additional value to the value chain again. Simple really. Wouldn’t you agree? We are going in circles. And I don’t want to be misunderstood, saying the agency doesn’t add value. However, what seems to change our world more and more is DATA. BIG DATA. A few ZetaBytes of it. What it really means is that we have a lot of data available and need to try to utilise this. And some publishers do, and some publishers don’t. And some agencies try 3rd party data and utilise their clients’ 1st party data, and some don’t. But who owns the data? The adserver, the publisher, the

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The Future Of The RTB Digital Industry (1/2)

Triggered by my recent redundancy I thought I put some thoughts together of what’s happening in our industry from my perspective. In my little part of the digital industry, in the world of programmatic decision making and big data. Whilst I keep myself busy uncovering the European publisher market and trying to understand the industry from a different point of view, I also take my blinkers off in order to look outside real time and programmatic buying from a demand perspective. Because when I started in real time, or “ad exchange optimisation” as we called it in 2010, the big players like Google or Appnexus weren’t even in the UK yet. Some SSPs (Supply Side Platforms) were working of ExcelSheets in India….those were the days. They call me a veteran of RTB. I think that is a compliment. Yet still, 3.5 years after launching a service provider that got sold to a technology, I still have my doubts which business models will be moving forward. Having said that, I do believe I am more than capable of identifying good business models, technologies and companies who I like to continue my career with. So watch this space. In the interim (Attention:

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