As programmatic advertising has grown in usage in the video ad industry, the natural next step was to add more transparency on the supply side. That’s why video advertising company SpotXchange launched a platform earlier this week that’s designed to provide more insight into online real-time buying for publishers, says Mike Shehan, CEO of SpotXchange in an interview with Beet.TV.

The buy side has always had transparency into details such as player size, placement of ads, and whether the ad is user-initiated or not, and the new platform offers more insight for suppliers. “You can see who is bidding on your inventory, who is buying it, at what price. This is important for premium publishers who have direct sales teams,” he says.

For more insight into the new platform, the rise in prorgammatic video buying, and the growth in SpotXchange since its launch in 2007, check out this video interview.