AMSTERDAM — Is corporate split personality syndromestopping online video advertising from reaching its potential commercial heights? That’s what one sector exec thinks.

“Digital video is managed by the digital teams on the buy side, whereas, at broadcast linear TV, buying is managed by a completely different team,” says Tal Chalozin, CTO and co-founder of interactive video ad tech vendor Innovid.

“At the end of the day, there is one brand – but, right now, the vast majority of agencies are still split.”

Chalozin was interviewed by Beet.TV in this video from the IBC show, where Innovid and Cisco highlighted their proofs of concept for new interactive video ad formats. The firm helps advertisers jazz up their TV ad spots for interactive engagement.

“Something that’s very important in order to get this industry to connect the dots is to have the buy side think holistically,” Chalozin adds. “Think in a screen mentality and not in a technology mentality.”

For more, watch the full interview with Chalozin.