Video Programmatic Guaranteed On The Rise

Ad Industry News
Last updated: July 31, 2020 | by Kean Graham
video programmatic guaranteed

This post was most recently updated on July 31st, 2020

With the rise of on-demand video streaming services, it’s no surprise that digital video programmatic is seen as the next emerging ad platform. We take a closer look at video programmatic guaranteed and talk about projections for the rest of 2018 and beyond. Find all the information in this week’s ad ops video below!

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Video transcription

Digital video programmatic guaranteed served through OTT or CTV is the next emerging platform.

This type of ad inventory is very valuable to advertisers and programmatic guaranteed is easy to manage.

eMarketer estimates video ad spend to reach $27.82 billion in 2018.

With a projected growth of 30% YOY and 25% of all US digital ad spend.

Almost 25% of that budget goes to Facebook ($6.81 bn) and $3.36 bn to YouTube.

Buying video advertising on both Facebook and YouTube is easy.

However, the downside is also significant, with many brand safety and measurement issues.

Why does programmatic guaranteed seem to be preferred over flexible auctions?

The auction model has many limitations with speed, creative quality, fraud and more.

To stay clear of fraudulent inventory which is non-human and non-viewable, advertisers go with programmatic guaranteed.

CTV is also on the rise and with it Facebook, Amazon, Roku and Google’s hold on the market.

The next wave of this trend is scaling and offering complex orders that buyers demand.

No doubt, video advertising through programmatic guaranteed remains a massive opportunity for publishers moving into 2019 and beyond.


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