SAN FRANCISCO –  Netflix is embracing programmatic video as a means to raise visibility of Netflix as an entertainment brand –  not as a service which had been the past marketing objective, explains Mike Zeman, Director of North American Marketing, in this interview with Beet.TV

Zeman, who joined Netflix last year from the giant media  agency VivaKi, talks about the implementation of programmatic at the company, the market dynamics around pricing and inventory and the opportunities for big companies like Netflix to implement their own programmatic platforms.  He also speaks about the varying opportunities abroad, noting that TV delivery in the Netherlands would allow his colleagues to fully implement via programmatic.