CANNES — US retailers’ spend through “programmatic” ad-trading platforms will bust through 20% of their total digital ad dollars this year, according to eMarketer. But we should look on that as just the start, according to one leading marketer.

“Why are we focusing it on such a small percentage of overall available inventory?,” B. Bonin Bough, SVP, Chief Media and eCommerce Officer at Mondelēz International, tells Beet.TV in this video interview.

“The real future is going to be the other 80% of the inventory that hasn’t been automated yet. Who’s setting up for that? Those are going to be the ones that win … because of the bigger tsunami that’s coming.”

Bough is busy discussing industry trends at the Cannes Lions festival. Whilst “programmatic” has made great in-roads in to display advertising, he expects it to start gaining ground in linear TV soon.

“The digitization of marketplace creates greater value for both buyer and seller,” he tells Beet.TV. “Platforms like Furious are beginning to create the right pipes. I think you’re going to see that happen at a very rapid pace.”

We interviewed him after the TubeMogul rooftop summit which we are producing for Beet.TV. Please find more videos from the series on this page.