Buyers Blind When It Comes to How Exchanges Actually Work

Casale Media VP on how the lack of transparency is holding back programmatic buying

Data is power, or rather is empowering to any business. When one thinks about data with regards to digital advertising, most likely what first comes to mind is targeting data, which essentially is any data that allows a marketer to get the right message to the right person at the right time. But regardless of how valuable or invaluable demographic, intent and audience data is to a digital marketer, when it comes to real-time bidding (RTB), both the sell and buy side for the most part continue to overlook the importance of transactional data and the insights it can provide.