:

Online Advertising

Quote: AOL On The ‘Premium’ Video Conundrum

By David Kaplan

Wednesday, April 17th, 2013 – 12:52 pm

SHARE:

“I hear people say I can buy premium video content wherever I want. Then at the other end, I hear people say there’s not enough. And they say that they can’t even buy data on top of it, because the minute you apply data to premium, the cake becomes smaller and smaller. This is why the definition of premium matters so much and this is why tier-3 inventory is so successful. Many of the players out there understand that they’re not big enough to do GRP-based ad sales.

The other question is, ‘How do you scale premium?’ The combination of data and premium doesn’t really scale in the eyes of TV buyers. That’s what is holding programmatic video buying back.”

-Ran Harnevo, SVP of AOL On Network, speaking at the BrightRoll Video Summit.

Tagged in:

aol

//

Brightroll

//

video

Next In Online Advertising

Yahoo Joins NY Times And Hits Programmatic Wall

Must Read

Paramount Skydance Insists The WBD Merger Will Be Good For The Media And Ad Industry

During Paramount Skydance’s Q2 earnings call, CEO David Ellison limited his remarks to a two-minute monologue about the company’s confidence in the intended merger.

AI Agents Are Giving Publishers A New Way To Monetize Their Data

Here’s how PubMatic and Optable are using AI to help publishers turn first-party data into new ad deals and reach more buyers.

Sweetgreen Tapped Atmosphere TV To Introduce World Cup Viewers To Its Wraps

Sweetgreen turned the World Cup into a marketing moment for its new wraps, running video ads in public viewing spaces through Atmosphere TV.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Amazon Crushes Earnings And Reaches Almost $20 Billion In Q2 Ad Revenue

Amazon’s advertising businesses earned a total $19.8 billion in Q2, the company reported in its quarterly earnings on Thursday. That’s up from $15.7 billion in Q2 2025, and good for a 26% year over year growth rate.

Los Angeles, California - 26 February 2023: Reddit social media platform displayed on smart device

Reddit Had A Great Q2, But Investors Have AI Search Jitters

Guess there’s no pleasing investors. Despite Reddit delivering an objectively solid Q2, its stock cratered, in part because of search-related headwinds and low referral traffic.

Meta’s Expenses Are Growing Faster Than Its Revenue, Thanks To Lawsuits And AI

A combination of layoffs, lawsuits and AI operating costs set back Meta’s Q2 earnings, despite increased revenue.