At Video Forum, Major Publishers Embrace Programmatic, As Buyers Demand Outcomes

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“Is premium about context and environment, or is it about the ability to expect certain outcomes?” asked Mukund Ramachandran, GM for advertising solutions at demand side platform DataXu. “For the most part, once you’re satisfied you’re not buying crap, you are interested in outcomes. That’s where programmatic comes in. We’re still in a transitional phase. We’ve inherited a lot of thinking from the previous age. TV had a lot of waste. We’ve all been focused a lot on delivery metrics, completion rates – not outcomes.”