Mindshare wants to deal in real-time ads – but it hates the price spikes that can be associated with the mechanism.
The group’s north America MD James Powell tells Beet.TV he needs “inflation-immune pricing”…
“Strong publishers aren’t necessarily dumping all their good content in to a programmatic sphere at the moment. And, even if they are, as a buyer, I don’t necessarily want to be exposed to market forces of RTB.
“We need some kind of stable stable marketplace. If we’re representing clients properly, we can’t be putting them in to a place where we’re vulnerable to supply and demand premiums and pricing.”
Case in point may be next year’s soccer World Cup in Brazil, always a massive advertiser event.
“We’ve seen price swings of 3x in those instances,” Powell says. “You’ll start seeing a lot of activity in the exchanges at that time.
“I don’t want my clients to be in a situation where America win a game, no-one’s betting on it, you might see a lot of (advertisers) try and take advantage of it. I want to be in that game, too – but I don’t want to pay their prices if they’re going through those exchanges.”
Powell was interviewed by Furious Minds CEO Ashley Swartz at Beet.TV’s TV Programmatic Summit, hosted at Xaxis and presented by Videology.