COLOGNE — The emergence of real-time, programmatic online ad buying is usually seen as a race toward cheaper ad pricing and, therefore, appealing more to lower-tier publishers.

But, speaking to Beet.TV at DMEXCO, the CEO of AOL’s ad server business, AdTech, says he is hoping to appeal to bigger publisher brands, some of which are still keener on selling their own display inventory.

“In the premium business, you need to have a deep look in to what campaigns are running, what is the best to serve, what is the best pricing – tan then put it in to the RTB world,” says Erhard Neumann.

“We want to add new features on to our product to be ready for the next level, going in to premium and serving private exchanges.”

Speaking with Furious Minds CEO Ashley Swartz, Neumann also says the UK, Europe’s most mature online market, has led the continent’s programmatic push, followed by Germany – next for adoption are France and the Nordics.

Disclosure:  Beet.TV uses AdTech as its ad serving solution.  Also, this video was produced as part of our sponsorship of DMEXCO by AOL.