Tremor's focus has been on maximizing performance-based pricing initiatives. Rather than pushing demo-based pricing (charging more on an audience basis than by performance or engagement), Tremor introduced a number of new pricing formats like CPQ units, or cost-per-conquest, so as TV buyers enter the fray through demo buys, additional performance-based products offer up-sell opportunities.
From a creative execution standpoint, TV advertisers will not rationalize budget shifts from traditional to programmatic video and mobile unless there are "immersive" and "in-stream" placements to meet demand, he said. Although Facebook and YouTube are collectively adding more inventory and "supply and demand are much more balanced, you do see supply sort of swing back and forth as new sources come in."
Day also said the company is "ahead of schedule" on the SSP roll-out; Tremor is beta-testing the platform in managing programmatic campaigns through its own media network, and "we're seeing strong results as we continue to integrate demand sources," he said. "We intend to announce a couple by the end of Q3."
Premium publishers are embracing programmatic video "carefully," he said, which is evident in the number of private video marketplaces other video ad platforms Adap.tv and BrightRoll have facilitated in the last few months. Much of this is driven by demand from brand advertisers seeking access to inventory in what is perceived as a more-controlled environment, particularly if they're committing to considerably higher CPMs than display.