If 2013 was the year when publishers fretted that programmatic online ad sales would devalue their inventory, 2014 is starting out as the year of more measured appreciation of its offering, says one ad exec.

“They’re wildly enthusiastic,” says Magna Global’s programmatic EVP and MD Neeraj Kochhar. “Publishers are finally beginning to appreciate the benefits of programmatic.

“We still need to move the conversation from purely pricing to one of value and better outcomes… I’m beginning to see that happen on the publisher side.”

Magna Global estimated  2013 programmatic display ad spending would reach $7.5 billion, reaching nearly $17 billion in 2017, writes Emarketer.

Kochhar spoke with Beet.TV at Adap.tv’s Worldwide Publisher Conference.