COLOGNE — Advertising agencies usually act proactively to seek opportunities for their advertiser clients. But, in some parts of the world, advertisers may be dipping toes in programmatic trading waters unilaterally.
“We’re still yet to see a lot of the actual agencies grab hold of programmatic, it’s been more run out the trading desks,” says Lewis Sherlock, commercial director for AOL’s Adap.tv programmatic video unit in the EMEA region, in this video interview with Beet.TV at DMEXCO.
“We’re seeing a lot of in-bound enquiries from clients themselves, to run video programmatic platforms themselves.”
Sherlock says Adap.tv may roll out its programmatic trading solution for linear TV ads in six to 12 months, following its recent US introduction.