CANNES, France — Heineken’s US advertising boss is growing confident on the imminent melding of TV and online ad buying.

“We’re getting to the point where the wall between traditional television and digital video are coming down,” Ron Amram tells Beet.TV. “You can literally see across it – looking at GRPs across the whole landscape.

“With programmatic … you can potentially buy all of them based on what your KPI is – you’re not buying media in silos. We’re getting close to the point where it’s one-screen planning and buying for all your media. That wall is probably coming down even further in the next year or two.”

Heineken is currently placing a video campaign using TubeMogul’s programmatic platform but Amram says the brand is still only trying to figure out its preferred programmatic model.

He was speaking with Beet.TV during the Cannes Lions International Festival of Creativity. You can find more of our Cannes coverage here.