Dive Brief:
- Ad tech firm TubeMogul is rolling out a programmatic direct online video ad product to allow marketers to automate ad buys with Univision, A&E and Discovery.
- The product is called Select Access and according to TubeMogul CEO Brett Wilson is designed to consolidate trusted publishers under one programmatic direct platform.
- Wilson says Select Access gives marketers more transparency over the process than typical programmatic ad exchanges.
Dive Insight:
Marketers like the automated, data-driven targeting of buying ads programmatically, but concerns linger about ad fraud, ad viewability and overall trust with programmatic ad exchanges. Ad tech firm TubeMogul launched Select Access, a new product offering programmatic direct online video ad sales for a limited group of trusted media companies including Univision, A&E and Discovery.
The programmatic direct model takes some of the uncertainly out of the process for marketers, and combining multiple media companies allows marketers to avoid having to cut separate direct deals with each media group. According to eMarketer, more than half of programmatic ad sales occur via a direct relationship between the marketer and publisher.
Programmatic ads are seen as something marketers should be aware of with a study from Circle Research and commissioned by AppNexus, WARC DDMAlliance and IAB Europe finding 63% of respondents reporting that having working knowledge of programmatic ads will be a crucial advantage to have by 2020.