CANNES, France — Whilst the online operations of many UK news publishers are now adopting different kinds of so-called “programmatic” ad trading mechanisms, those of the country’s commercial broadcasters are apparently farther behind.

“Not all broadcasters are embracing a programmatic approach,” according to Nick Reid, UK MD of the programmatic video ad platform TubeMogul.

“We see a lot of our partners using both open RTB (real-time bidding) and programmatic-direct – publishers like the Daily Mail, The Times. Broadcasters such as ITV and Channel 4 are not quite there yet – but it’s not really an ‘if’, it’s ‘when’ (they adopt programmatic).”

He was speaking during Beet.TV’s Programmatic Summit with SpotXchange and TubeMogul at the Cannes Lions International Festival of Creativity. Please find more clips from that event here.