Putting programmatic video back on the radar
Columnist Alex Bornyakov believes that to receive maximum benefit from programmatic video and monetize every single ad call with the most effective ad opportunity, publishers need to find an intelligent solution to automating the waterfall.
With video expected to feature in 80 percent of consumer internet traffic by 2019, it’s no wonder traditional advertising budgets are being re-prioritized to reflect this. And as the digital video advertising market continues to expand — with double-digit growth expected annually until 2020 — programmatic video has immense potential.
The benefit of programmatic video over traditional video ad buying is how it leverages real-time data to get the right video ad in front of the right consumer, at the right time and in the right place. But despite the bright prognosis, there are plenty of challenges to be conquered before it becomes the publishers’ default trading method.
Many publishers remain wary of a programmatic approach to selling video inventory due to challenges around delivery and efficiency, and they are reluctant to adopt the technology. So what concerns are preventing publishers from fully embracing programmatic video, and what can be done to put it back on the radar?
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