Programmatic video ad platform Videology on Tuesday announced that it anticipates its 2014 revenues to approach $300 million, up from $135.5 million in 2012. The company says less than 20% of its business comes from “traditional networks,” with that number “approaching zero very soon.”
That leaves 80% of the company’s $300 million business coming from agencies, trading desks and other media companies.
The company claims that over 50% of its revenue currently comes from “TV-centric buying groups, rather than digital buyers,” which is important because it indicates that at least to some degree, TV dollars are moving online -- something the digital ad industry has long clamored for.
However, it should be noted that this is Videology's business model; the company did not build its programmatic platform around -- to use Videology chairman and CEO Scott Ferber's word -- "exchange-centric, RTB technologies."