CANNES, France — Advertisers are increasingly buying spots in online video ads through private exchanges, not on open exchanges, in order to guarantee quality inventory.<\/p>\n
“The majority of our clients are using private marketplaces \u2026 not just going out in to open exchange,” according to video ad tech platform Videology<\/a>‘s chief development officer Ryan Jamboretz<\/a>.<\/p>\n “Super-premium publishers – the broadcasters, the high-end portals – just aren\u2019t willing to take their video content and put it through exchange environments.\u00a0They’re very<\/em> willing to enter in to private marketplace relationships.”<\/p>\n Jamboretz says pricing remains high in online video because high-quality video is still in short supply.<\/p>\n He spoke at the Beet.TV Leadership Summit on The Future of TV Advertising. \u00a0You can find more clips from the event here<\/a>.<\/p>\n