LONDON — Like most technologies, so-called “programmatic” sales of online video ad\u00a0inventory first took hold in the US. Now it is gathering pace across the pond.<\/p>\n
“We\u2019ve seen …\u00a040% more demand in the UK\u00a0from Q1\u00a0to Q4,” according to video ad tech outfit TubeMogul’s UK MD Nick Reid<\/a>. “We\u2019ve also seen a 20% increase in CPM prices.\u00a0Different regions are at different stages of understanding.<\/p>\n “We\u2019re starting to see broadcasters like Channel 4 embrace the concept of automation.\u00a0They\u2019ve opened up their VOD to to automation – not yet linear but, it is the first iteration of automated trading.”<\/p>\n Reid says\u00a0different regions around the world are at different stages of understanding when it comes to adopting programmatic automation.<\/p>\n “Programmatic TV won\u2019t be an instant reality in markets like the UK because there are nuances when it comes to broadcast and supply,” he says. “However, broadcasters are starting to embrace the data they have in a way that can enable advertisers to be more specific when it comes to reaching target audiences.”<\/p>\n We interviewed him\u00a0as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull<\/a>. \u00a0 Please visit this page for additional segments<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" LONDON — Like most technologies, so-called “programmatic” sales of online video ad\u00a0inventory first took hold in the US. Now it is gathering pace across the pond. “We\u2019ve seen …\u00a040% more demand in the UK\u00a0from Q1\u00a0to Q4,” according to video ad tech outfit TubeMogul’s UK MD Nick Reid. “We\u2019ve also seen a 20% increase in CPM […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5078],"tags":[2924,2962,3211,5274,3902,4421,5936,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/33808"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=33808"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/33808\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=33808"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=33808"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=33808"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}