As programmatic advertising—an automated, technology-driven method of buying and selling digital display advertising—becomes a common method for securing banner ad inventory, both buyers and sellers look to apply it to the most premium of inventory: digital video.
[…] Perhaps the greatest allure of programmatic video buying is that it promises to erase the lines between different screens, allowing buyers to reach across multiple devices with a single transaction. Right now, that mainly means desktop and mobile. Beyond that lies the hope of linking all video buying—TV, desktop and mobile. […]
Chip Meyers, CEO of premium RTB advertising platform ReactX, agreed. “People are more excited about cross-platform and cross-device. They really want to be able to leverage all of that in one process programmatically.”
[…] Enthusiasm for cross-platform video buying, particularly the ability to bridge digital video and TV, is high. April 2014 data from the Interactive Advertising Bureau (IAB) showed both US agencies and marketers reporting investments of more than one-third of their advertising budget on TV and digital video cross-platform buys, up from a quarter in 2012. […]