VIDEO: Programmatic Video with Beeswax’s Cadi Jones
What are the challenges and opportunities Beeswax sees in video?
I think that’s a huge amount of both challenges and opportunities in video at the moment. Video has seen huge, rapid growth, and there are some people who are doing it really well.
I think there’s a challenge firstly in terms of the pricing mechanics. I don’t think that a percentage of media model works, either on the buy side or the sell side. And so we’re seeing a lot of folks reaching out to Beeswax because of our different commercial offer, and wanting to, you know, explore collaboration there.
We do a huge amount of work on OTT and CTV for that reason. Because you’re not taking a percentage, you’re charging a fixed fee, it’s a much fairer model. It costs the same to serve a display ad as it does a video ad programmatically.
I think then, in terms of the opportunity, I think the growth in users has happened already. I think in-app video particularly is under monetized at the moment. We have a huge amount of demand from our buyers, and they don’t care whether you’re in a browser environment or an app environment. And I think – I’m seeing – platforms starting to be able to deliver better in-app experiences for users will help brands to start to feel better about those in-app environments.
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Tags: Automation, Buyers, CTV, in-app video, International, mobile, OTT, premium publisher, rubicon project, Sellers, Video