COLOGNE — For one of the leading programmatic advertising technology outfits, it’s been a summer of announcements.

Rubicon Project was tapped by Spotify to automate audio ad inventory, by an alliance of four leading US news publishers, by Flipboard to launch a mobile ad marketplace, and even launched an Olympics-themed ad marketplace with multiple publishers.

For Jay Sears, Rubicon’s SVP of marketplace development, “programmatic” has evolved far from the early days of real-time bidding and auction-based buying.

“Everybody needs to look at the private market, and understand how that’s truly different from the auction market,” he tells Beet.TV in this video interview. “That’s a much more comfortable entry point for a lot of participants.”

Sears says the advance “orders” business is growing, and claims to operate what is now “the third largest mobile marketplace in the world”.

But in-roads to the biggest advertising medium of all remain slow. “We’re early in the cycle when it comes to television automation,” Sears concedes, joining the many in the industry who are coming to realize disrupting TV won’t be so straightforward.

“Its a long roadway ahead … where you add value, how it all gets measured, what the currency is.”

This interview was conducted by Furious Corp CEO Ashley J. Swartz.

 

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.

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