AdExchanger offers an interview with Scott Braley, GM, programmatic advertising for Ooyala, on the company's plans for automated guaranteed in TV and how it will further diversify the order
process. Braley tells
AdExchanger that Ooyala is trying to account for the different types of demand (programmatic vs. reserved) and to "combine the two into a forecasting mechanism
that’s more beneficial to publishers." Braley says that currently, most broadcaster deals the company sees in programmatic video are "being done as direct deals or in private marketplaces." Most
important, is to understand how fast the shift is from "reserved into automated guaranteed, where it’s still reserved, but bought in a different and more automated manner."
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