Premium broadcasters are looking for creative ways to package their unsold inventory while protecting their CPMs and positions in the market, Flores said. This is evident in deals from publishers like The Guardian in the UK, which created a private video marketplace with Adap.tv to help drive incremental sales around special events like the World Cup.
Speaking to signing on two major broadcast media networks thus far to use Videoplaza’s private marketplace, “we think efficient, high-quality inventory will be important and there will be a drive for quality,” Flores noted. “We’re working with different broadcasters with very different needs and many are interested in automating direct sales… it’s a massive opportunity for the buy and sell side.”
Although Videoplaza has initially rolled Aunia out in Spain and Italy, it is aiming to be the European private video marketplace of record, and is extending broadcaster roll out to France, Germany and the Netherlands at present.
Flores foresees traction on the buy side, as well, with more brand advertisers considering programmatic video partnerships.
Earlier this week at the Cannes Lions festival in the French Riviera, big advertisers like Mondelez International and Heineken talked about taking an active role in exchange-based media partnerships, as AdExchanger’s Zach Rodgers reported.
In Mondelez’s case, the consumer-packaged goods giant is cutting a direct deal with video demand-side platform (DSP) TubeMogul for programmatic video buys, of which its media agency Starcom MediaVest will help execute.