As programmatic video continues to grow, it can learn lessons from display ads, says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV.
“We learned from display to be smart and focus on quality of the inventory,” he says, adding that the tech tools and the transparency in using them are critical as well. “The key things are viewability and quality,” he says.
Razorfish works with technology partners like AOL, Adap.TV and TubeMogul and that helps to have the tools and capabilities to properly assess the inventory and who to work with in programmatic. Advertisers want to be able to measure and track relevant KPIs related to business outcomes too. Without an understanding of attribution from digital video, it can be hard to justify an ROI, he explains.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series which will published over the next 30 days.