Automated, so-called “programmatic” online ad-trading techniques may considered a mechanism for buying low-grade ad space. But Google is amongst those convincing “premium” publishers, as well as low-end sites, to use the methods.
Last week, Google unveiled Google Partner Select, an initiative that opens up the practices to the high-end.
“Many of the top publishers are looking to purchase premium video inventory via the programmatic pipes,” Google’s media platforms sales head for the Americas, Jay VanDerzee, tells Beet.TV.
“The conversations we’re having – and, in many cases, the deals we’ve already cut – will all be with top-tier brands on the publisher side. There’ll be a lot more news that comes in around it over the next couple of months.”
We spoke with VanDerzee at the Beet.TV Video Ad Fraud Leadership Summit where he was panelist.