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.”