LAS VEGAS — We keep hearing a lot about how the ad-buying processes for television and digital video may be on a path to merging.

But, asked if that was happening yet, agency ad-buying software platform Mediaocean’s CEO Bill Wise says: “They’re not converging. TV is vastly different from video, which looks and feels like ad tech infrastructure.”

In this video interview with Beet.TV, Wise refers to the difference between “auction-based modelling versus upfront markets”. But Wise reckons things will start to shift by next summer.

Mediaocean helps ad buyers plan, execute and analyze advertising on TV using software. In November, it announced integration with Videology that will make online video ad inventory amassed by Videology buyable by Mediaocean‘s customers within their existing Spectra dashboard.

Wise was interviewed for Beet.TV by Ashley J. Swartz, CEO and founder of Furious Corp, at the Consumer Electronics Show in Las Vegas.

Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all our coverage here.