CANNES, France — Advertisers are increasingly buying spots in online video ads through private exchanges, not on open exchanges, in order to guarantee quality inventory.
“The majority of our clients are using private marketplaces … not just going out in to open exchange,” according to video ad tech platform Videology‘s chief development officer Ryan Jamboretz.
“Super-premium publishers – the broadcasters, the high-end portals – just aren’t willing to take their video content and put it through exchange environments. They’re very willing to enter in to private marketplace relationships.”
Jamboretz says pricing remains high in online video because high-quality video is still in short supply.
He spoke at the Beet.TV Leadership Summit on The Future of TV Advertising. You can find more clips from the event here.