LOS ANGELES — Digital advertising trading desks are growing up – and some are growing too big for their boots, says one video ad tech vendor.

“Trading desks are starting to do more, there’s lots of things the trading desks are evolving to provide ,” says Videology‘s enterprise solutions head Pete Hagerty. “Trading desks are attempting to provide solutions to enable you to do everything you want with your planning (like) fixed volume at a fixed price with a list of publishers.

But this is leading to confusion, Hagerty reckons. “There’s maybe 50 companies out there claiming they are platforms – they’re media solutions but they’re using the term ‘platform’ and it’s confusing. The marketplace is incredibly cluttered with a lot of noise and a lot of confusion.”

We interviewed him at the 4A’s annual leadership meetingSee the rest of our coverage here.