CANNES – With video advertising growing at such a pace currently, the number of technology suppliers in the chain could balloon and then shrink in a wave of M&A, one sector exec says.

“There is an absolute expectation that consolidation will have to happen at some point,” Ryan Jamboretz, the EMEA SVP of one vendor, Videology, told Beet.TV in this video interview during Cannes Lions. “There’s too many people racing at the opportunity. so there will be shake-out.”

Videology’s technology helps advertisers move money from TV to digital and understand the relative success of campaigns in each. The firm recently took on $60 million in new investment to fuel its own tilt at the opportunity.

“We’re delighted,” Jamboretz told Beet.TV. “Raising $60 million is no small feat. I think it’s  of the biggest raises in the sector this year. It’s a big part of our international expansion plan.”

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