CANNES, France — What are the pros and cons of scale and consolidation when it comes to programmatic advertising technology? One major marketing figure is worried about the possible effects.

“The thing that concerns me the most as we go in to programmatic is the neutrality of exchanges,” Mondelēz International’s VP of global media and Consumer engagement, Bonin Bough, tells Beet.TV

“As media owners also become exchange owners and there’s a limiting of inventory that’s available to other exchanges, I worry that that’s not a free marketplace.”

Heineken’s senior USA media director Ron Amram tells Bough: “As an advertiser, you move your money to where you have the broader-scaled open exchange. You have to reward the ones that are more open and have the scale.”

Bough was a panelist at a rooftop panel at Cannes presented by SpotXchange and TubeMogul.  Find more clips that event here.

In the same panel, ad trading desk software vendor Accuen Media’s CEO Josh Jacobs said: “We’ve seen a tremendous amount of M&A in the ad tech space – it hasn’t impacted our ability to partner with folks.”