CANNES, France — It is ironic for the communication industry that the techies of so-called “programmatic” ad-trading technologies have often done such a poor job at communicating just what the techniques really mean.

“Programmatic has been quite impenetrable,” says media agency Carat’s chief digital officer Anthony Rhind. “There’s a lot of jargon, a lot of technology, we talk a lot about ‘data’. We’ve not always been great at helping clients to understand why they need to spend the time.”

But Rhind says things are finally clicking in to place: “There is a groundswell of marketers understanding that something really exciting is happening.” And Rhind offers his own definition: “It’s about helping them get to the right person with the right message at the right moment. It’s now possible to achieve that.”

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.