MIAMI — It’s become known as one of the major video ad-tech platforms on the block, allowing publishers and ad buyers to plan and executed targeting campaigns using an online dashboard.
But Videology didn’t start here. Nearly a decade ago, things were a little more hands-on – and the company had to hold its customers hands a lot more.
“When we came into the market, especially on the demand side, they were juggling all the display DSPs, the mobile DSPs; everything was separated at that time,” remembers Brent Gaskamp, Videology’s SVP for north American development. “And they were like, ‘Oh my God, here comes video. What am I going to do with this? Please, do it for me.’ Right?
“People needed somebody to look at video kind of separately from everything else that was going on in their world. And, over time, those clients have evolved into being self-service.
“I think somewhere around 95% of what we do is the self-service world, and then we have a few clients that still need help in various areas and we support them there.”
Videology’s tools include campaign planning, management and measurement for buyers, and inventory and audience management for publishers, while the outfit has also extended from digital video to linear TV.
While peer vendors have gone through consolidation or IPO, Videology remains independent.
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
This interview was conducted by Matt Prohaska, CEO of Prohaska Consulting.