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At Cannes Lions, no one will discuss the most significant disruption to hit the advertising industry since the internet- the transition to programmatic, real time bidding (RTB), except for maybe a few data geeks. Carl Fremont, Chief Digital Officer at MEC (WPP Group’s media buying subsidiary) is one of those Geeks and shared his perspective about RTB, “easily, the most important trend in the digital advertising sector for the next five years”.