Programmatic technology may have grown up transacting remnant display ad inventory, but its increasing application to deliver ads to TV screens looks a world away from the advanced tech’s humble beginnings.

In this video interview with Beet.TV, video publisher ad tech maker Telaria’s CEO Mark Zagorski says that “premium” publishers of video that reaches the living room demand a particular threshold of ad buy.

That is why Telaria is amongst the platform makers which offer “private marketplace’ technology, allowing publishers to ringfence their ad spots to particular buyers and to set their own terms of trade.

“People like Sling and Hulu and Pluto … are producing long form high quality content that’s going on big screens,” he says. “It’s a different market than what you think about the SSP (supply-side platform) market is for – display ads, for example – where there are tens and tens and tens of thousands of publishers of varying quality.

“In the world that we play in, this is around about serving 30, 60, 90-second ads that run in someone’s living room, so the relationship that the publishers have with the advertiser in the programmatic world is very different.”

Zagorski was speaking after his Telaria was renewed for another two years by Hulu as a programmatic tech provider.

The online TV provider this month announced it made $1.5 billion in ad revenue last year, a rise of 45%, increasing it advertiser base by 50%. Hulu uses Telaria’s VMP (Video Management Platform) – which supports decisioning, demand delivery and analytics – to measure and manage its ad monetization.

And Zagorski says the relationship is getting deeper.

“The relationship we have now with them is not just being a programmatic partner but also looking at building solutions for them to accelerate but protect the business that they have, the digital advertising business that they have in programmatic, and build unique tools and applications … things that would allow them to create a more linear-like tv experience for both advertisers and viewers alike,” he says.

“They’re looking at building more and more tools that allow them to take advantage of data and take advantage of the large screen and the addressable nature of that screen so that they’re not just providing a 30-second spot but providing all the advantages that you get out of digital advertising, plus those in TV advertising.”