Most digital video at publishers sites can pretty well nearly sold out. (Display advertising is another thing).
Amy Richards, chief marketing officer of TubeMogul, says some publishers rather
let some video avails go unsold than give their digital video inventory to the likes of the ad exchanges -- which can drive prices down.
"Really?", asks Jason Krebs, senior vp and chief media
officer for Tremor Video. "They let inventory go unsold?"
Richards: "Yes. Or they put in house ads."
"Wow", says Krebs. "'It's not unsold. It's strategic perishability.'"