COLOGNE — Video advertising technology platforms are helping advertisers and agencies on the road to buying online video and television ads in a single process – but don’t expect that process to be widespread in the immediate future.

“TV is still very dominant,” agency ad-buying software platform Mediaocean’s Europe MD Sarah Lawson Johnston tells Beet.TV in this recorded video interview with with Ashley J. Swartz, CEO of Furious Corp at DMEXCO. “The ecosystems are very different. Everybody’s talking about TV and video convergence, but it’s not going to happen overnight – It’s going to take a good couple of years.”

Johnston says she knows one way to accelerate the multi-media buying: “The more you automate the buyer and seller relationship, the more they can spread their wings and go across different platforms.”

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.