Anna Bager of IAB: We want to counterpoint the common perception of programmatic as a single entity

Anna Bager, SVP and General Manager at de Mobiley Video of the Interactive Advertising Bureau (IAB) has explored deeply into the spectrum of automation in programmatic video, and hand-in-hand with the Digital Video Board at IAB wrote a paper trying to elucidate the existing confusion facing the increase in programmatic video inventory. “The goals of the paper are to foster an understanding of programmatic video, to help the buy side and sell side have more meaningful conversations, and, as a result, to better enable the market to collectively leverage the emerging technologies, scale, and efficiencies that programmatic video can bring to bear” said the organization in a statement. The document also points out the degrees of automation and the different aspects of programmatic marketing. “Another of our goals is to serve as counterpoint to the common perception of programmatic as a single entity. Each platform, from desktop and mobile to OTT (Over the Top) and linear TV, is discussed with regard to its particular automation capabilities throughout the buy/sell process” said Bager. To spearhead the paper’s development, IAB formed the Programmatic Video Working Group, an assembly of experts from more than 40 leaders’ companies representing programmatic video on desktop. This group will be debating about the industry’s highest growth trends during the last years.