Taming The Wild West of BT

Hats off to Revenue Science for trying to herd the kittens and set some BT standards within the industry. And, shame on Tacoda for sitting out. Nothing like a dash of spite to move the industry along - jeez.

The bottom line for marketers is that right now we're all simply trusting publishers and networks that they're being truthful in applying the correct targeting to our campaigns. That kind of trust is ok when a couple thousand dollars are being spent, but hundreds of millions? Approaching a billion?

Rather than try to resist, we should all join the conversation and work together to solve this problem, which is one that could seriously catalyze our industry in the coming years.