Automated or programmatic video advertising buying techniques can be a great boon for marketers – if used in the right way and at the right time in the targeting cycle. That is according to Digital-Labs founder Eamon Tuhami.

“Programmatic buying allows for a huge amount of efficiencies,” Tuhami told Beet.TV’s recent London Video Ad Strategy Summit. “But there are dangers in saying to someone, ‘You can bid for anything in real-time.’

“A programmatic methodology works really well when you’re further on down the [ad-targeting] funnel. The reason for that is you know a lot more about that person. Optimization and self-learning algorithms can really come in to their own. The question is how to start off targeting that person?”