The acquisition gives Adobe chops in the fast-growing world of video advertising. But what is the watch word for the company as it helps publishers and advertisers reach consumers?

“So often we get enamoured with the technology and the services behind a lot of this,” says Adobe advanced advertising head Art Mimnaugh, speaking in this video interview with Beet.TV.

“But, at the end of the day, we have to deliver a robust a robust experience for the consumer to help drive an engaging experience for the.

“We’re looking at reducing the fiction around authentication – a lot’s happening with making sure that consumers are able to to access the content that they want, not have to go through a lot of different hoops or remember their password.”

This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.

Panel moderator Ashley J. Swartz, CEO and Founder of Furious Corp., cites the lipstick and pig idiom as she asks Adobe Primetime’s Sr. Business Development Manager, Art Mimnaugh, about his customer’s cross-platform pain points.

“It’s hard,” says Mimnaugh. “You’re not going to have some of the standardized metrics across there” but programmers and operators are gaining more insights into their actual audiences.

“We keep getting into this chicken and the egg,” Mimnaugh adds. “As much as we want to transact on audiences in certain ways, if we don’t have the back end measurement in certain parts of it then people will say, ‘no I’m not really interested.’”

What it comes down to is the proper value exchange. “That value exchange looks different depending on the lens you’re coming from,” says Mimnaugh.

“I think you’ve got to take risk,” says Kevin Patrick Smith, SVP of Comcast Media 360. “Risk comes with key advertisers and their agencies going out of the box working with us on new media, new measurement, new integrating and realizing that it’s not perfect. But we’ve got to push the envelope and go out of traditional measurement and try new things.”

Asked by Swartz to describe the role of Google in the future of television, the digital giant’s Jennifer Koester says it’s an open platform devoted to data activation for advertisers via seamless direct and programmatic buys.

“Everybody is looking for this unified system that pulls in legacy and over the top and digital and lets you plan against that and optimize against that,” says Koester, Google’s Director of Telco & Video Distribution. “People just have to open their minds to new platforms and new platform partners to think about solving this.”

Rob Klippel says Charter Communications is focused on being able to consistently pull audience measurement data across its footprint and have a “common, consistent view” of its customers.

“I know that might seem mundane, but for us we’ve got three different versions of that all on separate physical networks right now,” says Klippel, who is SVP of Advanced Advertising Products & Strategy. “So trying to pull that all together right now is a pretty big task.”

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.

In one, clients continue buying inventory around content deemed to match their target demographic. In the other, they buy super-targeted specific customers, regardless of where they are reading or viewing.

But strategies don’t have to be mutually exclusive, according to an Adobe exec helping marketers plan their executions.

“So much today we hear a lot about … it’s all about audience,” says Arthur Mimnaugh, Sr. Business Development Manager, Adobe Primetime, in this video interview with Beet.TV.

“But what we’d really like to do is work with our supply-side and publisher customers to really understand not just their audience, but where the intersection of their audience is with their content.

“People look at it as an ‘either-or’ and what we really look it as … you’re looking at the Venn diagram of kind of understanding where that intersection looks like and where that overlap is. And where that overlap is represents a massive opportunity to effectively monetize.”

In other words, advertisers shouldn’t have to pick between the old and new style of buying. In the modern ecosystem, they can do both in a way that supercharges the sum total of both.

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.

This interview was conducted by Matt Prohaska, CEO of Prohaska Consulting.