LONDON — “Programmatic” ad-buying, so much talked about through 2013 yet apparently so misunderstood, may be giving way to a clear and flexible definition of the practices it encompasses.

Videology global accounts director Jana Eisenstein tells Beet.TV: “Our definition of ‘programmatic’ is automating media buying,  integrating supply and demand, making decisions in real-time and optimizing against elements you’re seeing to allow you to make smarter decisions for delivering better results.”

Whilst some premium publishers seemingly have a rigid concept of “programmatic” pricing, Eisenstein says the banner can accommodate fixed-price, bidded, fixed-volume and open-volume commercial models.

Pointing to Magna Global’s forecast that 83% of media buying will be carried out this way by 2017, she adds:  “Programmatic is a lot bigger and wider than what we’ve been talking about historically.”

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