COLOGNE — Automated, programmatic ad-buying technologies are disrupting the display advertising market. And, increasingly, they will do the same for video ads, says one exec.
“From an advertiser point of view, the idea of audience targeting is something they’re extremley keen to do across video as much as they are across other places,” Caspar Schlickum, EMEA MD of GroupM’s data division Xaxis tells Beet.TV in this video interview.
“The majority of our business in Europe now comes from video rather than display, despite of the inventory constraints.”
Programmatic technologies could soon facilitate buying of ads on radio and outdoor screens, Schlikum tells our interviewer, Furious Minds CEO Ashley Swartz, at the Videology stand at the DMEXCO industry conflab: “To scale that requires huge investment in the infrastructure.”
