©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Machine buying has already transformed advertising and media, but we in the industry are holding back its full expression by focusing too much on the how and not the why.
An inside baseball conference or panel is littered with the jargon of the day: APIs, RTB, DSP, SSP, QPS, S2S. The short-hand makes for efficient conversation for the initiated, but leaves the true end customer — the CMO, CEO, or CFO of the Fortune 1000 brand – annoyed. And rightfully so. We’re like the foodies in Portlandia, tracking the provenance of a chicken down to its local roots, boring our tablemates by extolling the virtues of free-range, grain-fed, and heirloom New Hampshire Red poultry.