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On the other hand, the company is seeing accelerating demand for programmatic video ad buying.
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This is where people have challenged the effectiveness of programmatic video.
That year, it bought the programmatic video ad platform Adap.tv for $405 million.
"Four or five years ago, programmatic video was the Wild West," he said.
AT&T, together with its DirectTV unit, partnered with Videology to offer cross-screen programmatic video ad solutions.
Other examples of wireless carriers expanding into mobile advertising include the emergence of online/offline programmatic video buying.
That year, the company bought the programmatic video ad platform Adap.tv -- which became a cornerstone of AOL One.
ITV recently opened up programmatic video capability with RadiumOne, Sky has also tapped Videology to run its programmatic capability, while Channel 4 is using FreeWheel to power its new programamtic ad exchange.
This video was recorded at the Beet.TV programmatic video leadership summit sponsored by Videology, hosted by Xaxis at the London offices of GroupM.
However, it won't take long for programmatic buyers to scale back their bids on video ad inventory garnering a high number of impressions with no quartiles.
It can handle search, rich media and in-stream video, and display ads, as well as offer APIs for programmatic control of big campaigns.
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