Traditionally, US customers adopt digital technology faster than those elsewhere around the world. But, when it comes to embracing new, data-driven approaches to selling video advertising, European broadcasters have got out of the gate first.

“The interaction between TV and digital distribution channels is actually way more linked up than we’ve been seeing in the US,” according to video ad tech platform Videology‘s chief development officer Ryan Jamboretz.

“The European markets have actually been a leader in the shift of television money in to digital. The US markets are developing those solutions today.”

Jamboretz, whose company has been operating in Europe for four years, says he has seen Germany’s Axel Springer and the UK’s BSkyB rapidly take their content to new platforms and sell ads using new targeting techniques.

We spoke with him  for “The Road to DMEXCO”, a series of interviews with industry leaders produced in New York, London and San Francisco sponsored by the Civolution.

Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.