CANNES, Lions — More top-end publishers will be trialling so-called “programmatic” technologies for automating and controlling online ad trading in the next few months before they jump aboard next year, says one exec from a programmatic video platform.
“(In the) second half of 2014, we’re going to see a lot of new players jumping in,” Videology‘s global markets SVP Jana Eisenstein tells Beet.TV. “You’re seeing a lot of the premium publishers now test the water. Rest of this year will be about testing, and then rolling out in 2015.”
Eisenstein also says other markets beyond the leading US and UK are beginning to adopt the toolsets: “Everybody’s going there in their own way. The next round of countries getting in are countries like Spain, Italy is just starting to get in to it, Germany is a great markets in terms and (the) second half of this year should be very interesting as some of the supply side players start to understand what programmatic means.”
She spoke with Beet.TV during the Cannes Lions International Festival of Creativity. Please find more coverage of the festival here.