2013 predictions: publishers will embrace programmatic buying
Video Ad News called on Rhys McLachlan, Head of Corporate and Business Development, to share his video advertising predictions as the new year approaches.
Programmatic buying is typically viewed as a strategy implemented by agencies and advertisers. In 2013 we believe publishers will begin embracing this approach to better service individual brands and more effectively monetise audiences.
Perceived risk of sales channel conflicts is what keeps most video publishers away from programmatic buying. But like any good risk management portfolio, diversity in sales channels actually reduces exposure to risk, ensuring delivery and capitalising on marketplace fluctuations.
Publishers have stopped thinking in terms of either/or sales strategies, and by leveraging technology now realise it's an optimised, holistic blend of direct sales and programmatic buying strategies including direct sales, private exchanges, marketplace exchanges, 3rd party demand networks and RTB platforms.
A driving factor in this shift is the increase in content fragmentation. In 2013, publishers will conclude as content migrates across devices, and trading desks control a larger share of ad buying, the ability to determine absolute value of any given impression is actually almost incalculable by traditional measures.