LONDON — The rise of automated, “programmatic” ad sales methods means premium publishers may not need to use conventional ad networks anymore, GroupM’s digital media director Krishan Patel.

“The level of adoption in display is a lot more given we’re in an environment of oversupply,” Patel says.

“In a scarce market such as VOD, do premium publishers need ad exchanges? Right now, probably not. They’re integrated in to agencies… there’s not a necessity to use ad exchanges in the market.”

Patel also agrees the communication industry has a communication problem describing exactly what the collection of automated ad-purchasing tactics dubbed “programmatic” really is.

“Programmatic should be articulated in the form of a marketing messaging,” Patel says. “It’s all about using data and analytics across inventory on an impression-by-impression basis. Data is the fuel for that, we’re using RTB as the protocol.”

This video was recorded  at the Beet.TV programmatic video leadership summit sponsored by Videology, hosted by Xaxis at the London offices of GroupM.