Video viewing by a new generation, who see their phones and tablets as their “TV,” is driving a transformation of video consumption.   Advertising will be more integrated into mobile video as measurement tools become more sophisticated next year, says Bruce Falck, a former senior Google executive who recently joined video ad tech provider BrightRoll as COO running day to day operations.  We spoke with him recently at the Brighroll Video Summit in New York.

He talks about the global move to programmatic and how the Brigthroll platform powers growing parts of the ecosystem.

According to the most recent numbers from comScore, BrightRoll is he biggest video ad platform in the United States, in terms of population reach.