Google: “Programmatic” is all about the buy-side
February 8, 2013 4 Comments
First of all, where was he? Was that a jungle or a conference room?
More importantly though (much more importantly), did anyone else find Google’s definition of programmatic a little lopsided? According to Scott:
- “We define [programmatic buying] based on the fact that the buyer gets to define the targeting”
- “The ability to not buy is a critical attribute to programmatic buying”
This is a fair characterization of RTB as it exists today, but defining the entire Programmatic market this way isn’t exactly seller-friendly. The real eye-opener for me though was the response to a question from the audience on delivery guarantees (good question, Tom!). Scott made it clear that in the context of Programmatic Reserve, any delivery guarantees should only go one way. So for Google, a programmatic delivery guarantee means that the seller guarantees they will provide the inventory, but the buyer doesn’t guarantee they will buy it.
Huh? You have to admire the frankness, but if I was a publisher I’d be very concerned about that perspective. I think for programmatic reserve to “really happen” it’s going to take a much more balanced approach that addresses both buy-side and sell-side needs.
What do you think?