Premium video is moving more toward programmatic, according to the fifth annual 2014 U.S. State Of the Video Industry report from Adap.tv. The study found that of the 350 media and marketing professionals surveyed, more than half of publishers said their premium inventory is for sale on programmatic platforms. “Once associated as a method toward the commodization of video, programmatic is actually driving material positive benefits for publishers,” Adap.tv and One by AOL CEO Toby Gabriner told Cynopsis. “This is likely due to the fact that there was a 60 percent jump in the number of publishers who now operate private marketplaces this year, compared to 2013.” The study also showed an increase in buyers shifting budgets away from broadcast (76 percent) and cable TV (40 percent). “Another big trend that we’re keeping a close eye on is the advent of data-driven or programmatic TV…with brands ahead of this trend at 60 percent stating they will apply programmatic techniques to broadcast TV in the coming year,” Gabriner added. 75% of the respondents said the industry needed more education about video viewability, bot fraud and ad placement/verification.
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