LONDON — For all the talk about the collection of online ad buying processes come to be known as “programmatic”, two ad execs suggest the real definition of the method depends on pricing architecture, not technical approach.

Videology global accounts SVP Jana Eisensten tells Beet.TV bidded, as opposed to fixed-price, sales embody a greater variant of programmatic: “There’s an opportunity to have controls and mechanics to yield at least as much as they would otherwise yield.” Publishers selling ads in this way can still choose the kinds of advertisers they want against their content, Eisenstein said.

GroupM digital director Krishan Patel also suggests bidded is the key to further development in programmatic video ad sales.

“The flip will happen when a number of publishers will put their inventory in a bidded environment,” Patel says. “With VOD, there needs to be a lot more development and innovation on the supply side from a technology perspective to help them do that.”

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