Programmatic video ad platform BrightRoll has seen 50% of the top 50 publishers—Time Inc., Meredith and BBC among them—engage in private marketplace deals, said company founder and CEO Tod Sacerdoti Wednesday during the BrightRoll Video Summit in New York. BrightRoll defines the programmatic private marketplace deal as invitation-only with agreed-upon impressions up front, executed via a programmatic platform.
“We’ve seen an uptick for our brands at BrightRoll for private marketplaces for video, which is a new phenomenon for the video industry,” said Dan Mosher, senior vice president of business operations at BrightRoll.
BrightRoll isn’t the only video ad platform noting the uptick in private marketplace deals. Surveying a room of 60 buy-and-sell-side executives during a Programmatic Speed Dating event Tuesday, programmatic video ad platform LiveRail discovered 60% of buyers claimed to have bought video inventory through programmatic guaranteed deals already with 80% planning to do so this year.
Industry powerhouses like YouTube – and broadcasters like NBCUniversal – are also joining the private, programmatic party. YouTube SVP Susan Wojcicki spoke recently of guaranteed deals for premium reserved inventory that will be available to TV advertisers across 14 categories. The Wall Street Journal also reported NBCUniversal’s plans to dip its toes in programmatic selling for select advertisers this upfront season.