CANNES, France — BBC Worldwide’s former advertising boss has seen the rise of programmatically-traded video advertising – but doesn’t think the established TV industry is about to go that way any time soon.

“The TV industry is in rude health – there isn’t much of an incentive to change,” says Chris Dobson, the ex BBCWW ad VP who left this February to become executive chairman of new programmatic exchange Exchange Lab.

“The industry is still locked in to upfronts, meter systems, ways that have been traded for 30 years. There are disruptors. Comcast and Time Warner, with their technology, there is definitely an opportunity for them to join the programmatic space. I see TV as the last entrants.”

Dobson was speaking to Beet.TVduring the Cannes Lions International Festival of Creativity. Please find more Beet coverage of Cannes Lions here.