As online video’s advertising growth gathers steam, the two disciplines from which the format is drawn are converging, according to one ad tech exec.

“TV buyers really want to learn from digital, and digital buyers really want to learn from TV,” says Turn emerging media general manager Chris Smith. “You’re starting to see more hybrid roles between digital planner and TV planner.”

Turn, which helps marketers buy ads programmatically, recently raised $80 million in funding and just released data showing increased competitive is helping increase effective CPM pricing.

“We still have a lot to learn with the operational workflow from the TV side,” Smith adds.

He was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.