There's an interesting sidebar in the "Video Ad Spend" study released last week by the Interactive Advertising Bureau (IAB) on the eve of this year's NewFronts. No, not that there's pent up demand
from advertisers and agencies for digital video, especially the kind of original digital video represented by IAB members pitching their wares in this year's advance sales season. That should be
expected. It's the side note about the role programmatic is playing in the mix. While the "availability of programmatic buying" ranked only ninth among 14 criteria reported in the survey of
advertisers and agency executives, it was cited as one of the most important factors by 29% of this year's respondents and 30% of those who actually allocated budgets in last year's NewFronts.