That procurement may run the gamut between a $10 million TV ad commitment secured by an agency or a $300,000 video campaign booked by a DSP like The Trade Desk, Roland added.
Most legacy programmatic video products began in desktop and moved into mobile, linear TV and OTT.
But if Coca-Cola, for instance, also wants to serve that video ad across over-the-top, video on demand and linear TV, the workarounds to ensure the ad is delivered in the right format and context can take days, if not weeks, because of the historic separation of those workflows.
“We manage 3 million video assets in our platform,” Roland said. “Because of our rights business, we know exactly where those ads can play for how long, and we can very seamlessly execute that commercial across every device and provide the reporting back to the advertiser.”
Tools to help manage video and TV ad workflow are selling like hotcakes. Operative went to Sintec Media for $200 million after TubeMogul sold to Adobe for $540 million.
Extreme Reach has so far been more of an acquirer, buying video analytics platform BrandAds in 2014 and dropping $485 million on DG’s (now Sizmek’s) TV ad business in 2013. It has been profitable for years and employs 850, according to Roland.