Yeah, I know what you’re thinking — enough with the temporal metaphors already. Especially today. But if anyone has a right to exploit it, someone writing for something called “RTBlog” in a publication called Real-Time Daily should be forgiven. We did it in our past. We’ll do it in our future. Heck, we’re doing it right now.
Speaking of now, I just had a conversation with Collective’s Joe Apprendi about it, and he reminded me we weren’t born yesterday. This programmatic stuff began some years ago. So long ago, that its founders initially began referring to themselves as the “Old Timers.” Clearly, they were thinking ahead.
What’s Apprendi thinking about now? Mainly about the ridiculous margins being eaten up by programmatic middlemen, the lack of transparency — but perhaps more importantly, the lack of clarity advertisers are getting from the current programmatic marketplace.