Some premium publishers have resistance to programmatic buying due to price degradation concerns because they are used to setting the prices for their inventory, says Joanna O'Connell, Senior Analyst, Interactive Media at Forrester in an interview with Beet.TV.
We sat down with O'Connell to discuss the emergence of real-time bidding for video advertising.
"It introduces some element of market forces that would help determine prices...and that can scare publishers," she says in this video interview. Even so, she believes that publishers are starting to make bigger moves into the real-time buying ecosystem.
In our first interview published with her, she says that automated buying will soon "become the norm."