Digital video won’t follow display down the “programmatic” ad-trading route until publishers are ready and willing, says one of GroupM’s digital division chiefs.

“For video to truly become programmatic, the reach will have to increase, there needs to be more inventory,” GroupM interaction global COO Rudd Wanck tells Beet.TV in this video interview. “Publishers are not making it programmatically available because they’re able to do it via a reserved buy or direct sell.

“As soon as it becomes programmatic… you will see that TV and video will start merging together. They will have the same measurement systems.”

This interview is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.  This session was recorded in London.