CANNES, France — Programmatic video ad tech platform operator TubeMogul used the Cannes Lions festival to announce food brand Mondelēz International would use its services to buy and serve all of its video ads.

“Programmatic is getting to be less scary,” says TubeMogul’s CEO Brett Wilson. “You’re seeing more brands embrace it directly.

“It doesn’t mean they’re going to log in and do everything themselves. We’ve trained the MediaVest (agency) team on how to launch digital video campaigns (for Mondelēz). But increasingly they’re involved in their media technology decisions.”

“You’re going to see a lot more of the world’s biggest brands do direct deals with programmatic companies.”

Wilson spoke with Beet.TV during the Cannes Lions International Festival of Creativity. Please find more coverage of the festival here.