CANNES, Lions —\u00a0More top-end publishers will be trialling so-called “programmatic” technologies for automating and controlling online ad trading in the next few months before they jump aboard next year, says one exec from a programmatic video platform.<\/p>\n
“(In the) second half of 2014, we\u2019re going to see a lot of new players jumping in,” Videology<\/a>‘s global markets SVP Jana Eisenstein<\/a> tells Beet.TV.\u00a0“You’re seeing a lot of the premium publishers now test the water. Rest of this year will be about testing, and then rolling out in 2015.”<\/p>\n Eisenstein also says other markets beyond the leading US and UK are beginning to adopt the toolsets:\u00a0“Everybody\u2019s going there in their own way.\u00a0The next round of countries getting in are countries like Spain, Italy is just starting to get in to it, Germany is a great markets in terms and (the) second half of this year should be very interesting as some of the supply side players start to understand what programmatic means.”<\/p>\n