COLOGNE, Germany — The injection of “programmatic” ad-trading automation and control in to linear TV will likely increase, not diminish, the value of traditional TV ads, says one of the world’s top marketers.

“All of a sudden, certain media slots on linear (will) become way more valuable,” snack food brand Mondelez International’s global media and consumer engagement VP B. Bonin Bough said during a Beet.TV session produced at DMEXCO, moderated by Terence Kawaja. CEO and Founder of LUMA Partners.

“The moment I know I can buy a piece of ‘remnant’ media that is a specific audience, that media becomes more valuable (to me). It’s going to increase their business.”

Bough criticized the industry for focusing too much on the 20% of media spend that is in digital, saying the ditigitzation of linear TV will be exciting.

This video is part of series of videos covering DMEXCO.  Please find all of our videos from the show right here.  Beet.TV’s coverage of DMEXCO is sponsored by Videology.