“Programmatic” advertising has grown up defined as marketplaces of online ad space open for buying and selling. But video ad tech vendor TubeMogul CEO Brett Wilson explains the emergence of the “programmatic direct” variant…

“There’s another set of inventory that’s more premium – advertisers and publishers both want to leverage the power of software to streamline the buys,” Wilson tells Beet.TV. “Software can help do things like set how much inventory there might be if an advertiser is bringing their first-party data to the table.”

Wilson says around 40 million impressions through his TubeMogul were traded using programmatic direct techniques last month: “The advertiser worked directly with the publisher and we simply provided the pipes.”

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