MONACO — Broadcasters have been reluctant to participate in programmatic buying online, but that may change soon because brands want more audience buying, says Marco Bertozzi, EMEA Executive Managing Director for the VivaKi Nerve Center, during an interview with Beet.TV at the Monaco Media Forum. "In every market we're talking to [broadcasters] about how we can work with them, and I think we may see some breakthroughs in that space."
Broadcasters have been "fiercely protective" of their online audiences and their sales approach, but brands are already shifting to programmatic buying, says the London-based Bertozzi. "If our clients are going to buy 16-34 men, they want to buy the same audience across all the inventory out there," he says.
Advertisers are keen on programmatic buying in part because of the "universal frequency" option. Previously, advertisers might buy a frequency of 3 to 4 per viewer by media owner. "Now they can do it for an individual, and we see in the video marketplace in particular that that's important," Bertozzi tells us. "As advertisers are becoming used to buying audiences and seeing benefits of universal frequency, they are asking for it in other channels."
For more insight into how advertisers evaluate audience buying in video, as well as the types of inventory, check out the interview. "The workload in the middle can be steamlined and [publishers] can reinvest in high value offerings on one end and and in technology on the other end," he says.
Update: 11.18 The New York Times publishes a big feature about real-time buying.