Advertisers want control. Publishers want transparency. How to balance the two?
In December, 2010, Right Media from Yahoo!’s Ramsey McGrory published an article highlighting some of the potential risks and challenges Real Time Bidding presented to publishers. His article introduced the concept of Primary and Secondary Markets to describe the origin and evolution of the online advertising industry, from the dawn of direct ad sales (the “Primary Market”) to the emergence of ad networks and other third parties that help publishers monetize unsold inventory (the “Secondary Market”).
This Secondary Market has grown increasingly sophisticated and complex over the years, largely due to technology-driven solutions that have brought about significant efficiency and effectiveness to the process of buying and selling online media. However, friction between buyers and sellers in this Secondary Market have been fairly commonplace, with buyers demanding more transparency and sellers demanding control over their inventory.
--- The Team