Online video is expanding dramatically, with programmatic following close behind. Not only does this union promise more efficiency and higher CPMs, but it offers more control over user experience through better targeting.
While the industry is familiar forecasts that 25% of all display ad spend will be programmatic in 2014, video is now expected to reach the same level of automation next year. This growth is due to a combination of private exchanges, premium publishers and digital pure-play broadcasters, a segment that is itself rapidly expanding.
LiveRail’s Vijay Balan discusses how Deal ID, a package of inventory that publishers can provision for buyers based on audience or performance parameters, takes advantage of these trends.
See full video of his talk below.
Tech Talk with LiveRail: A First Look at Deal ID Marketplace from Digiday on Vimeo.
More from Digiday
‘The processes are continuing forward’: Advertising’s dealmakers press on with M&A despite Iran uncertainty
War in the Middle East is a problem for advertising’s dealmakers. Just not yet.
Inside The Daily Mail’s creator-led content playbook
Inside the structure, strategy, and metrics of the Daily Mail’s creator-led content push.
In graphic detail: The numbers making the case for what holdcos could be
What the data says about the CMO-agency relationship — and none of it is comfortable.