(By Andrew Newman, Director, European Operations and Analytics) Many cynics thought Google would never be able to monetise YouTube. However, users haven’t rejected pre-roll ads as expected, and ad revenues have increased 75%. Surely a big part of these results comes from the opportunities that programmatic buying is providing to advertisers. Programmatic buying allows advertisers to use big data analytics and algorithms to inform whom an ad should be served to.
YouTube enabled the bulk of its video inventory for programmatic buying in 2011, which means companies like Rocket Fuel can now bid on ad inventory in real time in order to reach relevant customers. Read entire article here>