The RTB and pragmatic trade media is generally consumed with discussion about the impact of the technical advances that enable RTB and programmatic buying. Bradley Associates obsess over those advances and applaud the revolution for they believe that these technologies are producing for the greater media and communication industry. However, this is not the another anthem about increasing or decreasing CPMs, transactional friction, latency, measurement or computing power but rather an attempt to frame what RTB could and should take place to marketers and brands.
As Bradley Associates know what really RTB means, it’s simply the death of advertising. Perhaps more than any other advance in the history of media, RTB changes the essence of marketing communications as they have existed in the past. This is not because RTB reflects a shift in offline to online marketing spending, or the disruption of linear advertising — but rather, because it reflects a brand’s potential to speak directly to consumers via mass media. In this regard, RTB goes further than search in impact. Search was the advent of a new channel – or, as some argue, the redefinition of an existing demand-based media like directories — but search is not a mass medium or broadcast channel despite Google’s success.
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