LONDON — A year that started with lingering suspicion from publishers that programmatic ad selling would devalue their inventory is ending with far wider premium publisher acceptance of this collection of technologies.

News Corp and The New York Times are now selling in this way, and The Guardian, too, has launched its own Response+ trading desk to sell ads on its own site and elsewhere around the web.

“(For video), there is no discrepancy between programmatic pricing and traditional pricing,” Guardian News & Media revenue director Tim Gentry tells Beet.TV. “Actually, the programmatic route to market is a more appropriate one because of fragmentation.

“In the early days, publishers were wondering, ‘Should they, shouldn’t they?’ I was thinking, ‘Last year, programmatic was $2 billion – why are we asking this question?’ The question is not ‘Should we?’ It’s, ‘How best do we work in this interesting space?’.

“It’s what we all got in to media for – making sure we put the right message in front of the right people at the right time.”

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