FORT LAUDERDALE — So-called “programmatic” ad-trading techniques may have come to market at the real-time bidding (RTB) end of the spectrum, allowing ad buyers and sellers to do business in real-time marketplaces – but that doesn’t mean they have to stay there.
In this video interview, enterprise video ad software tech firm Videology‘s North America Development SVP Brent Gaskamp tells Beet.TV the technology can support ad planning far ahead of the split second.
“The CMO of a company like Macy’s does not want to be getting an email on the Sunday after Black Friday (saying), ‘There just wasn’t enough exchange inventory to deliver against your plan so you’re not going to have a good holiday season’,” Gaskamp says.
“Most folks have taken it and said, ‘It’s (about) the last-second decision’. But when you get in to constrained markets like video inventory … you need technology that allows you to plan and forecast and manage campaigns the same way that you’ve been selling content for years. Fifty percent of display is planned(-ahead) media, 80%+ of video is planned(-ahead) media.”
He was interviewed at Beet.TV’s Beet Retreat annual get-together in Fort Lauderdale, Florida.