Real-time, or programmatic, bidding for online video ads is on the rise and threatening the price of ad inventory, writes Jeff John Roberts. According to a Forrester report for SpotXchange, the industry is divided on the effect, with some arguing "that automated ad buying is simply a tool -- not a reflection of ad quality. By this reasoning, publishers can hold their pricing line if they wish while also ensuring that their space is available in real time when there is a surge in demand. Conversely ... publishers remain wary that brands will use the tools (as they did for display advertising) to drive down prices," Roberts writes.
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