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Pitfalls of audience buying: Erfan Djazmi talks to The Drum

1 June 2015

The growth of real-time bidding (RTB) in media has brought with it efficiency, impact and control of advertising investment. But while audience buying is a key success story of RTB it can also be its potential downfall.

Imagine you are inviting people for a party: do you buy some demographic data, ignore insight and risk inviting the wrong type of people to interact with you, the brand? No one in their right mind would do that. But in real-time bidding, this dangerous trend has started to emerge.

Erfan Djazmi, our Director of Planning and Mobile in EMEA, offers advice on how to avoid the pitfalls of audience buying in real-time bidding in his column on The Drum.