OMMA Global Panel: What the Shift to 'Real-Time' Means for Media
For the most part, the focus in real-time so far has been on the buy-side, as marketers and agencies scramble to take advantage of opportunities in buying and creative that didn't exist until very recently. But make no mistake, real-time has real ramifications for publishers even if many of them have long been producing real-time content – in the form of breaking news. How do content producers stay relevant in a world where advertisers want to buy audiences, not content? Should media companies just focus on creating great content and let the advertising component work itself out? Does the shift away from site-based, premium inventory make a subscription model for online media inevitable?
Christopher Vollmer , Partner, Global Media and Entertainment Practice , Booz & Co. @chrisvollmer
Kathryn Kulik , Global SVP, Media Sales , CBS Interactive @CBSi Romy Newman , Head of Digital Advertising and Integration , The Wall Street Journal @romynyc Neil Vogel , CEO , About.com @neilvogel Andy Wiedlin , Chief Revenue Officer , BuzzFeed @acwiedlin