Fair question. The answer depends on who you are.
If you work on the demand-side, either as a company that conducts advertising campaigns, or an agency that helps companies with any such campaigns - you your interest in rbidr will come from your desire to have a holistic understanding of what you are doing across all media. On the demand side, your campaigns are about results. In a perfect world, advertising money would only be spent where the ROI is guaranteed. Technology is edging us closer and closer to this, but you know very well that that the supply side, quite frankly, has little interest in this way of thinking. What's more - you probably don't care what mediums are selected to fulfill your campaigns - you just want results. If your target demographics can be impacted and influenced by radio and the web, will you lament that you didn't use television in the media mix? My guess is no. rbidr's time-based 'vernacular' provides a common mechanism for visualizing campaigns REGARDLESS of media type. We provide a top down view that give you what you want - a top down understanding of total ROI, with the option to drill down into the details to any desired level of granularity.
If you work on the supply-side, ignore everything written above. ;-)
On the supply-side, you are selling your media. You have worked hard to translate the value of that media into the language the demand side wants, but at the end of the day - you are selling time. Sure - on the web, you are selling impressions, but it is absolutely impossible to get a handle on inventory without it being framed in the context of time. rbidr provides the perfect inventory management mechanism, both in terms of merchandizing and yield management. Our time-based approach provides a building block that is easy to understand and work with - so that every slice of time (e.g. every piece of inventory) is properly managed, priced, delivered and reconciled.