LAS VEGAS — America’s patchwork TV provider landscape means linear’s move to data-driven digital ad trading is not happening as quickly as in some other parts of the world, says video ad tech vendor Videology.

“We’re very complex (in the US), there’s a lot of people involved in that change,” says the company’s north America development SVP Brent Gaskamp, speaking to Beet.TV at NAB Show.

“In the European market, the buying model is not quite as complex, there’s not as much fragmentation – things are done more on a national level than a regional or local level. That makes scale and operational efficiencies happen much faster from what we’ve seen, because you’re dealing with fewer constituents as part of the ecosystem.”