COLOGNE — Programmatic video ad tech platform SpotXchange says its sale of a stake to broadcast group RTL is a “huge validation” of the space, as it aims to take the new-wave ad-trading techniques to a much wider audience.

“We’ve got better control, better insights – but we’re only touching less than a tenth of the total pie – how are we going get in to the rest to the media pie?,” SpotXchange programmatic and business analytics VP Alex Merwin said during a Beet.TV session produced at DMEXCO, moderated by Videology CEO Scott Ferber. “That’s where programmatic applied to more traditional reserve will bring a lot of benefit.”

Programmatic will meet this opportunity by allowing big publishers to use programmatic technology whilst nevertheless letting them keep control over who they sell ads to, Merwin says: “Use the infrastructure to sell the media but not use an open auction methodology.”

This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here. Beet.TV’s coverage of DMEXCO is sponsored by Videology.