Thought Leadership

VIDEO: Programmatic Video with Beeswax’s Cadi Jones

October 14, 2019
By Rubicon Project

Cadi Jones, Commercial Director EMEA at Beeswax, talks about the challenges and opportunities she sees in programmatic video, including the rapid growth of OTT, CTV and in-app video.


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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