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#cmambdd11 Notes: Digital Day 2011 – The Impact of Real Time Bidding on Performance Marketing Campaigns

Submitted by on November 8, 2011 – 10:17 am

Carolyn Convey, Senior Partner, Neo@Ogilvy and Adam Green, Agency Lead, Google Canada Co-hosted one of the afternoon sessions entitled “The Impact of Real Time Bidding on Performance Marketing Campaigns”
Panel members included:

  • Mike Mamarella, Vice-President of Strategy and Operations, Media Innovation Group
  • Mike O’Sullivan, Ad Platform Lead, Microsoft Advertising
  • James Prudhomme,CEO, Recoset, Creative Technologist / Digital Media Entrepreneur

Question: When will Real Time Bidding (RTB) really hit Canada?

  • It already has, the technology is here, the inventory is available, just a matter of executing it more
  • There is generally a lag with Canada vs the United States, but it also depends on whom you are referring to – providers, agencies, publishers as they all are at it in different stages
  • Networks wil have the biggest challenge operation their margins
  • It would be interesting to see a number of Canadian publishers work together, similar to what we see with the TSX and launch their own ad exchange
  • Know how to measure your own success

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Dave Forde

Dave “The Connector” Forde has been involved in the technology industry across Canada for over 10 years in sales and marketing roles, he launched PR In Canada, and on Profectio.

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