PHOENIX — Dailymotion, the big global video platform tried open programmatic exchanges to sell its video advertising – but soon constrained its dealings to a smaller pool of buyers.
“At the end, we could not manage it – we could not set the rules by ourselves,” according to chief revenue officer Damien Pigasse. “So we decided, a year and a half ago, to launch our own private marketplace. This way, we can handle everything… all in the same place. It is easier for us to manage.”
A private marketplace is a customized, invitation-only marketplace where premium publishers make their inventory and audiences available to a select group of buyers, as Rocket Fuel says.
The Supply-Side Platform (SSP) in Dailymotion’s DMX exchange is powered by LiveRail, the video ad tech company, now a unit of Facebook.
Pigasse says Dailymotion still sells ads both directly, in the traditional sales manner, as well as using its programmatic exchange: “There is a competition within Dailymotion between dirt and indirect sales. People who sell the best will have their campaign online.”
Beet.TV spoke with him last week at the IAB Leadership Meeting.
Beet’s coverage of the IAB meeting is sponsored by SpotXchange.