I have been dealing with online advertising for quite sometime in both the Indian and the International markets (US/UK/CA), in terms of understanding of the medium the Indian agencies and advertisers are far behind then their counterparts in the west. Without Stereotyping anyone here, I still wonder why Online Marketplace and Exchanges or RTB platforms and DSP’s havent entered in the Indian Market? The interesting factor is that most of the back end technology and operations team for DSPs such as Pubmatic, Audience Science and Adjug, but yet they dont cater to a single Indian Advertiser? Is this because of lack of quality at the agency level or lack of understanding at the client level. Also from a publisher (website) point of view would they be willing to try out selling their inventory in this format rather than direct sales?