Today, programmatic video advertising is in its early stages, but that is quickly changing as buyers increasingly turn to it for greater audience insights and sellers become more comfortable with offering their premium inventory in this manner, according to a new eMarketer report, “Programmatic Video Advertising: Automated Platforms Begin to Transform Digital’s Premium Marketplace.”
Data from demand-side platform (DSP) Turn offers evidence of that rapid acceleration. Between January 2014 and April 2014, programmatic video ad spend worldwide on Turn’s platform grew 65% over the same period in 2013.
Programmatic video won’t develop exactly in the manner of the broader programmatic display space. The first efforts to create programmatic video platforms tended to parallel similar efforts for display, but TV buyers will have an important voice in the development of next-level platforms. Read the rest at eMarketer.