Dive Brief:
- Video ads are increasingly being bought and sold using programmatic methods in the same way that banner and display ads have been for a while.
- Major publishers like YouTube, Hulu and NBC have all started experimenting with programmatic buying for video ads and have seen a major jump in popularity recently.
- For example, Google's DoubleClick ad exchange, the home of YouTube's inventory, has seen a jump of 200% in inventory made available programmatically and triple-digit revenue growth for programmatic video ads in the past two years.
Dive Insight:
The majority of publishers have given into offering programmatic options for display ads now because the pressure is so strong from buyers. It's not surprising that this is now happening with video ads. Programmatic buying of video ads will increase further when there is more inventory, which should come after seeing the demand rise.
