(2014) Hawthorne Direct's Jared Lake Featured on OMMA RTB Panel


Jared Lake PanelJared Lake, Director of Digital Media with Hawthorne Direct, was a featured panelist on July 24th as part of MediaPost’s third annual OMMA RTB Event held at the Hyatt Regency Century Plaza Hotel in Los Angeles. OMMA RTB 2014 presented industry leaders discussing how programmatic platforms seem poised to devour the world of advertising only four years after the RTB acronym became familiar.

Lake appeared on a panel entitled “The Rising Cost of Living With RTB: Price, Performance and The State of the Inventory.” He and his fellow speakers discussed how the early stage of the open RTB marketplace was characterized by nearly unlimited inventory and bargain basement pricing. But as viewability safeguards came online and buyers focused on higher quality and safe inventory, prices quickly began to rise. Discussion included how changes in the supply/ demand dynamic in open RTB can impact campaigns.

Seen in Attached Photo, Left to Right, are: Susan Bidel, Senior Analyst, Forrester, who served as the panel’s moderator; Yvonne Abt, VP & Partner, Portfolio Management; Jared Lake, Director, Digital Media, Hawthorne Direct; Edwin Lee, VP of Strategy Account, MediaMath; and Joel Nierman, VP, Media & Digital Strategy, Liquidus Marketing.


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Dan Harary

The Asbury PR Agency, Inc.




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