As brands become better stewards of their first-party data, they’re bringing their programmatic video buys in-house to better control their media expenditures, according to AOL Platforms’ report, the "US State of the Video Industry," released Monday.
Although only 13% of the 350 media and marketing professionals (both AOL customers and non-customers) surveyed said they have in-house programmatic video-buying programs, 88% said they intend to develop one over the next 12 months.
“That was a big, surprising number for us and my hunch is a lot of this is being driven by the data piece and that more often than not, the brand owns their own data and there is this movement toward owning that multitouch attribution themselves,” said Toby Gabriner, head of Adap.tv and ONE by AOL.
AOL Platforms also found 60% of brands’ online video spend is programmatic, compared to 40% of agencies’ video spend. The difference is because publishers adept at harnessing their audience data know the value of that data and work directly with brands.