In Defense of Ad Quants – CEO George John Weighs In On @AllthingsD

In Defense of Ad Quants – CEO George John Weighs In On @AllthingsD Thumbnail

(by George John)

(from Friday’s contributed article by Rocket Fuel CEO George John on @allthingsD)

Recently there has been some hubbub about advertising becoming too much like Wall Street. The critics worry the advent of ad exchanges, where media is “traded” in real-time like financial securities, will give rise to advertising “quants” who will trade media just to make a buck — and put the ad industry at risk in the way leveraged debt imperiled global financial markets.

As someone who’s been a “quant” both in the Wall Street sense and in advertising, I admit there are parallels between Wall Street and Madison Avenue today, and advertisers should carefully consider how real-time bidding will impact their industry. But just because mathematical minds are invading the ad-trading industry doesn’t mean they’ll bring it down the same way Wall Street quants did.

My personal story as a Wall Street quant-turned-advertising exec sheds some light on the differences between Wall Street and Madison Avenue . . (Read the full article on allthingsd.com)