Charting the Path to Direct Sold RTB Advertising

In case you missed it, here’s a great article by Tom Chavez, CEO of Krux and a strategic partner of Centro’s.

In this recent AdExchanger.com column, “Charting the Path to Direct Sold RTB Advertising,” Tom delves into the perils of a type of data leakage he calls “cookie licking” and talks about how savvy marketers and publishers seek to build programmatic revenue without sacrificing control of their precious data.

He presents some thought-provoking answers to the following two questions:

• For the average publisher, the fundamental question becomes, “How do I earn revenue from programmatic media while ensuring strategic control over my data both tactically and in the long haul?”
• And for the marketer, “How do I bring my own first-party data to these new channels without scattering it to the winds?”

Keep your eyes open for a mention of Centro’s ability to deliver data to media owners safely, a benefit, Tom notes, that most exchanges don’t offer.

Read the column then come back and tell us what you think.

http://www.adexchanger.com/data-driven-thinking/charting-the-path-to-direct-sold-rtb-advertising/