CHICAGO — The collection of new-wave automated ad targeting and trading techniques known as “programmatic” may have initially been seen as helping advertisers drive down inventory costs – but that is no longer the sole way ad buyers see it.

“This is not a CPM crunch where we’re racing to the bottom, but a way to be smarter,” DigitasLbi’s programmatic strategy and analysis VP Brian Zaben tells Beet.TV in this video interview. “It is not to try and get lower rates, it is to improve our messaging.”

However, the programmatic wave which is taking over much of online display ad sales still hasn’t washed over video, Zaben adds: “The inventory isn’t necessarily available right now. As the pipes continue to get built out … it will be more fruitful. We’re just starting to dip our toes in it.”

In the interview, Zaben says that  Digitas is working directly with the Aol “One” programmatic platform for one of its  large banking client.

Zaben was interviewed by Beet.TV at the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.