The Truth About Programmatic Web Video

Inventory is subpar, but agencies want it anyway, says Telemetry

The conversation started like any other…

North American media director of largest single brand advertiser in the U.S.: “Hey Anthony, my agency is putting more pressure on me to buy programmatic online video and they want to run it through their trading desk. Can you audit the results for me?”

Me: “Sure can, pre-bid and post-bid. But do you have time for a quick chat about the potential pitfalls of going programmatic?”

Him: “What’s there to know—isn’t everyone going programmatic because it’s the most cost-effective way to buy?”

And that’s where the problems begin.

That's because programmatic buying, although largely understood to be permanent and well-established within the world of display advertising, is still very much in its infancy with respect to online video.



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