Programmatic got a bad wrap when it first hit the scenes a few years ago. It quickly decimated the banner ad market and brought prices to the floor by commoditizing the industry. Why would I buy an ad directly from the publisher for dollars when I can buy the same sport programmatically for pennies? The answer, you would not, so traditional ad sales dried up and programmatic exploded.
In video the same thing could happen if we are not careful. Programmatic video needs to find its sweet spot in the waterfall. It should be the last resort ad that runs only after all the sponsorships and direct sold ads, guaranteed ads have all run out. Above pure run of network programmatic should be private marketplace programmatic where you work with one or a small group of advertisers or agencies and set up a deal ID and platform to platform connection with rules and pricing and guarantees agreed to by the sales and business development teams.