Call it: the best of both worlds. Publishers who baulked at real-time bidding, the first incarnation of programmatic ad-buying, may be more drawn to a version of the technique that affords them both traditional-style control and super-controlled selling.

Video ad tech firm SpotXchange‘s platform VP Sean Buckley explains programmatic direct it to Beet.TV: “It’s a better way to serve ads.

“When I think of having an (ad) buyer and seller on the phone transacting a paper IO (insertion order) and ad tags, I think of calling a travel agent to book my vacation and then printing out my boarding pass, or calling my stockbroker to buy shares in a company. I don’t do any of that stuff that way any more – advertising is going to experience that change.”

Buckley says SpotXchange will introduce “advanced error reporting” tools to help publishers understand which attempted ad buys fail due to technical errors with their systems.

He was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.