LONDON — After revolutionizing online display and digital video ad sales, many expect so-called “programmatic” technology to shake-up the TV advertising industry, too.

Even a sliver of the $79bn US TV ad industry would be worth a small fortune. But indusstry opinion appears divided on whether “programmatic TV” will take off any time soon.

However, two digital execs from ad agency groups see the future emerging.

“I think all media will be programmatic,” says Group M’s Xaxis EMEA chief Caspar Schlickum, in this Beet.TV recorded panel interview.

“If you look at some of the incredibly archaic ways that our agency shave bought media – faxing Excel spreadsheets – it’s ripe for change.”

Marco Bertozzi agrees. But the chief revenue officer of Publicis’ Performics performance marketing division sees an evolution before a revolution.

“All catch-up inventory will definitely be traded programmatically at some point in the next three years,” he says.

“From a linear perspective – everyone will be giving some option of trial or part involvement in a linear operation.”

Many in the industry agree that, whilst full programmatic TV may be a while off. According to eMarketer, spend in this fashion was just 0.1% of total US TV spend in 2014, forecast to rise to 13% or $11.48bn in 2019.

Until then, many believe data-driven buying of TV ads, even linear ads, is around the corner.

They were interviewed by MTM London founding director Jon Watts

This video was produced in London as part of our Addressable & Advanced TV Summit hosted by Sky Media and presented by FreeWheel and Invidi.   Please visit this page for additional segments from the event.