• Beet.TV, Monday, December 14, 2015 7:53 AM

At Beet.TV's executive retreat, Videology's North America managing director Tim Castree likens the programmatic video arena to geology. He says you've got: “Sand — How we can use our Nielsen and Rentrak data to score television inventory and then to help our customers to access that inventory through the aggregators and SSPs? Pretty simple stuff, but important stuff and that’s really where this market has kind of started from the bottom up.” And then you have “Rocks — These are premium media owners and agencies who don’t just want to release their inventory to the aggregators and SSPs, they want to sell it directly like they always have. That’s small, really starting to roll out now, but that’s really starting to grow.” Lastly, you have “Boulders — Investment in plumbing and foundations. That includes things like the work we’re doing with our exclusive partnership with Mediaocean to have this dynamic data exchange and integration between our platforms, so agencies can access and optimize the inventory they’ve bought on an upfront basis.” Sounds like an apt metaphor.

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