TubeMogul and Videoplaza, an Ooyala company, have announced a partnership to build a premium programmatic ad marketplace, which will enable brands, agencies and trading desks that use TubeMogul's buying platform to access inventory from international broadcasters and publishers that use Videoplaza's sell-side programmatic solutions Karbon and Konnect.

Videoplaza serves European customers such as Canal+, M6, RTL, TV4, Mediaset, SBS and many others. Ooyala acquired Videoplaza last October.

Programmatic is the hottest area in video advertising as buyers and sellers both seek to create efficiencies by automating back-end processes, increase the use of data in targeting audiences and drive more dynamic pricing.

A report released earlier this week by analysts RBC forecast that $60 billion of ad spending will be processed programmatically by 2017. Last fall, Adap.tv's 2014 State of the Video Industry report found that 60% of brands' video ad spending, along with 44% of ad networks' and 38% of agencies' is allocated through programmatic channels.

(Note: To learn more, attend the June 16th VideoNuze Online Video Advertising Summit, which both TubeMogul and Ooyala are sponsoring. Early bird, discounted tickets are available now.)