Private exchanges for publishers may be one of the next big innovations in audience buying, says Brian Kane, Chief Operating Officer at video ad platform LiveRail.
Beet.TV contributor Ashley Swartz spoke to Kane at the Beet.TV Leadership Summit on Digital Video Advertising in an RTB World about innovations in real-time buing, and how online buying will likely be allocated in the months ahead.
“Private exchange was a marketing buzz term in traditional display, but the promise in video surpasses the promise in display,” Kane tells Beet.TV, diving into how such an exchange would be both similar and different from locking up inventory through a TV-like upfront. “Think about it from a publisher perspective. There are lots of sources of demand to monetize the inventory. Some will be direct deals like those cut in the upfront, but some will be spot buy, some RTB, and some insertion orders to buy specific sites at a specific time, and in the very near term that’s what it’s going to be.”
He adds that while real-time buying is increasing in usage, there are still a range of buying strategies for technologists, marketers and agencies to bear in mind. “[RTB] isn’t going to be a switch that gets turned on right away. These decisions take place at a personal level,” he tells Beet.TV.
Swartz and Kane also dive into the distinctions between programmatic buying and RTB exchange-like buying, as well as pricing models for the future.
This Beet event took place at the Manhattan offices of GroupM and was presented by TubeMogul.