Programmatic Video Upswing; The Future Of Ad Tech

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Programmatic Video Upswing

Programmatic video is growing, but it’s not likely to overtake traditional buying for a couple of years, Magna Global North America President Kristi Argyilan told Ad Age. “Programmatic direct or private marketplaces, they have definitely crossed the chasm. We’re seeing it in the most-premium publishers that embrace programmatic, from The New York Times to Viacom to Discovery,” TubeMogul CEO Brett Wilson said. Read more.

The Future Of Ad Tech

The advertising industry continues to change, and AOL’s Bob Lord makes five predictions for the future on Harvard Business Review. The biggest change, which is already well underway, is automation and consolidation. Efficiency will be the name of the game as open ecosystems win out over single, niche solutions. Mobile, and multiscreen advertising in general, is already changing the way advertisers and marketers plan and execute campaigns, and that’s only going to increase in coming years. Read more.

The Heroic Banner Ad

On his Searchblog, Federated Media chief John Battelle ruminates on the “heroic” banner ad and writes, “One generation from now, we may not ‘click’ on banner ads, but we’ll always be pulling into traffic, filing health insurance claims, buying clothes in retail stores and turning up our thermostats. And those myriad transactions will be lit with data and processed by a real-time infrastructure initially built to execute one pedestrian task: serve a simple banner ad.” Read more.

Scan Suit

Yahoo is being sued by users who are upset over the company scanning their email in order to serve targeted ads. According to Bloomberg, the plaintiffs are seeking $5,000 for each person who says their privacy was invaded. Yahoo won’t comment on the lawsuit, but this isn’t the first time a company has been sued over (contextual) scanning of emails. Read more.

Vimeo Scale

Reuters’ Jennifer Saba reports that Vimeo has one-tenth the scale of YouTube as IAC execs “opened the kimono” on its broadband video destination website. Saba writes, “IAC revealed that Vimeo has an audience of more than 100 million unique users, 400,000 paying subscribers and about $40 million in revenue over the past 12 months ending October.” There’s a business model there somewhere. Read more.