CANNES – The chief strategy and innovation officer of Publicis’ VivaKi digital unit has a three-item recipe for the future of marketing.

Rishad Tobaccowala told Beet.TV in this video interview advertising that is increasingly video-led will, first, become more targetable and, second, include built-in transactional capability. But Tobaccowala’s exciting vision extends beyond current technology.

Third, he said: “It will basically go across glass. The word ‘screen’ is very backwards. Some of the most interesting uses of video will not only be things like Google Glass but the next iteration of Nike Fuel band…

“What Apple and others come out with will be wearable glass… There will be glass in your kitchen and on all kinds of stuff. We can see a world that is IP-delivered across glass with APIs that allow transactions.”

Already in today’s world the funnel between marketing and consumer purchase has collapsed such that ecommerce transactions need to exist inside advertising messaging, Tobaccowala said. Imagine a future in which marketing-led ecommerce is viable on a plethora of surfaces and gadgets.

We interviewed him last week at the Cannes Lions.