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Episode 15: The Ad Prof himself, Ratko Vidakovic, drops knowledge. Plus Permutive layoffs and why contextual ads don't cut it
Marketecture: Get Smart. Fast.
The Unreliable Consequences of Open RTV
Mark Tector: I take issue with the whole compensation part. One of the, one of the things that really frustrated me at my last company, beeswax, was that the basic open RTV programmatic protocol includes contextual information. There's a whole node of open RTV for the context based on IAB categories. Nobody uses it,. And we recommended to our clients not to use it, because they lie and publishers lie.
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