Although some publishers believe the ad-selling model devalues their ad inventory, News Corp and The New York Times this year launched their own programmatic ad exchanges – the latter using DoubeClick Ad Exchange and the former using Rubicon’s infrastructure across its global vehicles.

Rubicon international GM Jay Stevens tells Beet.TV in this video interview: “Whether it’s the Wall Street Journal, The Times, The Sun, the News Digital Australia properties – the concept is allowing one property to be able to programmatically sell another property and be able to easily traffic those campaigns… being able to leverage the collective data among all those assets.”

Such business is one line that’s driving Rubicon at the moment. “Increasingly we’re seeing a dramatic rise of programmatic premium, direct order automation, private marketplaces – there’s a number of words to describe it,” Stevens adds.

Watch the full interview for more.

In November, we interviewed him in Monaco about the efforts at real-time marketing at Digitas.   You can find that interview here.

Last week, at the OMMA video conference during Advertising Week, we spoke with him about the real-time movement.  He said that while video is  the essential media element, cost around content creation presents barriers.  Rather than using UGC, the he is very keen on using new technology providers – and cites Wochit, and Tel Aviv-based start-up, to provide video clips for campaigns in near to real-time.

Earlier this year, we interviewed Wochit founder Dror Ginzberg.  You can find that interview here.

We spoke at the OMMA conference where she was a speaker.