LONDON — Local exchanges for programmatic buying are beginning to take hold in some European countries, says Nick Reid, Managing Director of the United Kingdom for video ad buying platform TubeMogul in an interview with Beet.TV.
“One of the big challenges in Europe is getting publishers to embrace the concept of programmatic buying, and we are seeing France and Netherlands and the Benelux are progressive and adaptive about programmatic buying,” he says.
Local exchanges can help create fluency about programmatic buying, he adds. TubeMogul is working with agency trading desks to help them build out their business and use real-time buying to achieve scale, efficiency and transparency, he tells us. “It’s very easy for us to expand across Europe with a trading desk. Moving forward marketers are understanding the value of programmatic as it comes to video,” he says.