CANNES – Programmatic buying is on pace to become the default buying method for trading digital ad inventory, says Johan Boserup, Global CEO GroupM Trading in an interview with Beet.TV. He adds that while programmatic buying won’t be the only way to buy, it will take a bigger share. However, he warns that digital video as a medium needs more substance to go with the buzz it has. “Advertisers are saying ‘what can I do in this space’ and it’s our job to help them understand what they can do in video,” he says.

For more insight into programmatic buying and the digital video marketplace, check out this interview.