CANNES, France — Many in the industry are getting excited about the prospect that advertisers could buy spots in linear TV in real-time, just as they are now doing online. But legacy industry resistance may scupper that prospect, says one exec.

“The old school TV guys say, ‘That’s never happening, over my dead body’,” according to Turn emerging media VP Chris Smith. “When you talk to the MSOs, the notion of real-time television advertising will probably never happen – or at least it won’t happen in the next five to 10 years.”

“Their business is about selling content. I don’t imagine a buyer, any time soon, is going to be able to log in and just buy (ads against) Modern Family (individually).”

Turn offers a data management platform and demand-side platform to “unify the digital and TV world through data”, Smith says.

He was speaking to Beet.TV during the Cannes Lions International Festival of Creativity. Please find more Beet coverage of Cannes Lions here.