NAPA, Ca — For video, adoption of automated, targeted inventory buying labelled “programmatic” lags the wave seen in display advertising. But, soon, that could all be about to change, says one agency exec.

“Right now, we’re still somewhere at the forefront,” Starcom’s video investment director Zach Isaacs tells Beet.TV in this video interview. “(Programmatic’s share of video spend is) probably a limited percentage.”

But Isaacs says “a massive shift” is coming in the next 12 months.

“I think it would be, at least from a digital video perspective, pretty significantly high. When you look at desktop video and mobile video, north of 50% potentially as we start to ingest more data in to everything we do.”

Ultimately, Isaacs, whose role has emerged from a TV-centric one to cross-platform video as more TV spend comes in to digital, wants to see programmatic fuel TV, cinema and gas station ad buying, as well as online.

He was speaking with Furious Minds CEO Ashley J. Swartz for Beet.TV at TubeMogul’s TubeMogul University customer event. For more of our videos from that event, see here.