Looked at the ad tech lumascape lately? It’s not pretty; it’s confusing. But it may not be that way forever. The boom in advertising technology is just a natural, cyclical response to a world of complexity, says one of the sector’s top execs.

At times, it’s pushed to the background as an enabler. And at time it becomes a central topic,” AppNexus CEO Brian O’Kelley tells Beet.TV in this video interview.

“We’re at a point in the cycle where there’s so much fragmentation … that the question of how we advertise … is really important. The more complicated the world is, the more we need technology.

“Maybe five years from now, we’ll have nailed the core technology and the fragmentation will have slowed down and it will be creative again.”

We interviewed O’Kelley as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull. Please visit this page for additional segments.