COLOGNE — Static display banners may have been the first ad format to undergo the “programmatic” ad-trading revolution – but the spending there will be dwarfed by video’s adoption of the techniques, says one exec working in the field.
“Display is essentially the dress rehearsal. Television and video is where all the money is at,” buy-side programmatic platform The Trade Desk‘s CEO Jeff Green tells Beet.TV in this video interview at DMEXCO.
“Display is the best opportunity to touch users with the most frequency to get data … once you’ve activated that data, video is where it’s at. Video is the dog – everything else is the tail.”
Green says his company has grown video revenue ten-fold in both of the last two years, and hired 100 people this year, taking it to 14 offices around the world.