Video is playing catch-up to display in the advertising stakes – so who could be the big fish in a pond that’s about to grow bigger?

Speaking at Beet.TV’s programmatic leadership summit, former Forrester principal analyst Joanna O’Connell rated AOL’s acquisition of programmatic video outfit “very cool” and “a big stake in the ground”.

But buying in to programmatic video doesn’t give Tim Armstrong’s company breadth across the ad tech ecosystem.

“It’s going to be tough for an AOL to be playing in the same kind of stack that a Google is,” O’Connell said. “I would think it would be somebody totally different that would be competitive.
Maybe it’s somebody like IBM, or certainly Adobe. You see companies like that buying up all the kinds of technology to do marketing programmes.”

Beet.TV’s summit was presented by SpotXchange and hosted by The Hearst Corporation. For more insights from O’Connell, who recently joined AdExchanger, watch the full video, in which she is interviewed by Adweek digital editor Mike Shields.