Data-driven, automated video inventory buying (AKA programmatic buying) is “the future for video advertising,” according to one advertising executive working in the space.

“With online video combined with traditional TV, we have much more precise targeting possibilities,” Rosa Markarian, the EMEA region product development director of GroupM’s Xaxis audience profiling unit, told Beet.TV during the recent London Video Ad Strategy Summit.

“What kind of women do you want to reach? We can see if they have interests based on their surfing behaviour. We can build client-specific target groups to reach consumers who are potential buyers for premium products.”

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