LONDON — Private-marketplaces, the next generation of programmatic ad-trading platforms, are gaining traction more quickly outside of the United States, as markets work to make up for relatively fewer available ad spots, according to a global video ad tech exec.

“A market like Australia is a supply constrained market, so we work with a lot of private marketplaces over there,” AOL’s international SVP Philip Duffield tells Beet.TV in this video interview recorded in London.

“In that way, the Australian marketplace is probably about two or three steps ahead of the US – a lot of premium publishers have already adopted programmatic and have done for the last 12 months. International markets are already ahead because they’ve already taken that plunge.” Duffield said the same is true of some European markets.

This is part of the State of Video, a series sponsored by AOL Platforms. is unit of AOL.  Please visit this page for all the videos from the series.