Video publishers should not angst over whether to sell video through an exchange or place it directly - unlike the supply-demand dynamics in display, there is a clear case to put the inventory on an exchange and let the market set a price, Iggy Fanlo, CEO of AdBrite, tells MarketingVOX.

In the case of search, there is more demand than supply for most queries so few publishers sell their own placements. With display, premium publishers have found there is more supply than demand - so they do what they can to constrain supply such as rolling out value-added packages or withhold inventory: anything, basically, to hinder transparency of prices, he said.

The video exchange marketplace is also becoming easier to work with thanks to the Digital Video Ad Serving Template  standard that IAD introduced earlier this year, he adds. Since March, north of 70% of the industry has adopted it, which means publishers and advertisers have been able to serve an ad on a single straightforward protocol.

Pricing

Fanlo says industry pricing is settling around $3-$4 to as much as $6-$8 for video ads inside of static content and $8-$10 for pre-roll on the low end and $20-$25 on the high end. AdBrite, which introduced its own video exchange recently, has also noted that advertisers appear to prefer pre-roll inventory. "They feel it is more engaging to the user."