CANNES, France — Initially seen as a way to trade in low-quality online ad spots, so-called “programmatic” technologies are growing up as top-tier publishers dip toes in the water.

“In video, we’re seeing a huge shift in RTB (real-time bidding) – in buyers buying programmatically in an auction,” says programmatic ad tech vendor SpotXchange’s EMEA head Andrew Moore.

“However, for premium publishers, that’s not an evolution that they’re embracing – much more interesting for them is to retain a direct relationship with the buyers, to negotiate a deal, and then to allow the buyer to process deal through a programmatic platform. This is an area we’re calling ‘programmatic direct’.”

Moore says these buyers are sellers are playing a larger and larger role in overall trades as comfort levels increase.

He was speaking during Beet.TV’s Programmatic Summit with SpotXchange and TubeMogul at the Cannes Lions International Festival of Creativity. Please find more clips from that event here.