While other players have also been trying to develop more of a long-tail marketplace for premium media inventory, especially, video, Visibl’s news is significant, because it comes from Bogusky, and because the model is potentially so disruptive for big agencies and advertisers.
It’s been tried before, including an ambitious run by WPP-backed Spot Runner, but the programmatic video marketplace is much more developed now and self-serve models aimed at the little guy are becoming more accepted by big publishers.
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