- The fifth annual US Video State of Industry Report from Aol's Adap.tv shows that brands are embracing programmatic video at a faster rate than buying agencies.
- According to the report, brands spend 60% of online video ad budget on programmatic buys while buying agencies report just 40%.
- Demand-side platforms are benefiting from the rise in programmatic — 47% of brands buy programmatic through DSPs and 74% of agencies do as well. That's up from 21% and 36% respectively in 2013.
Programmatic is making its mark as the preferred purchase method for online video ad buys. The numbers could be suggesting that brands are bypassing agencies to do more of their own programmatic buying. Although agencies also could still be offering more direct buys to keep themselves involved. The world of digital advertising is shifting so quickly, it's anyone's guess.