AOL should know a thing or two about the forces driving automated ad buying's wild growth. Over the past year, the company's programmatic advertising revenue jumped 44%, helping AOL grow its advertising revenue overall.
The programmatic growth, according to AOL Platforms CEO Bob Lord, is being driven by in-house talent at the brand advertisers themselves. "We're starting to see a faster shift to programmatic advertising than we ever have before because there's a knowledge base within the brand advertiser of what the benefits can be," he told Ad Age in a conversation at AOL headquarters this week.
In the video interview below, Mr. Lord discusses brands increasing programmatic fluency, and how it's helping his company.