Speaking with Beet.TV for this video interview, one ad-tech exec sees a looming conflict between two industry actors who more typically do business with each other.

“Data ownership is going to be one of the biggest topics – not just next year but the next few years,” says Rocket Fuel chief marketer Eric Duerr.

• “Marketers are going to want to own that data. It’s going to allow them to build out custom models.
• “Agencies, on the other hand, are going to want access to that data so they can perform media campaigns better.

“So there’s going to be a tension about who owns the data versus who has access to the data.”

Duerr was speaking at the DMEXCO digital ad industry gathering in Germany, where advertising data was high on the list of delegate discussion topics.

And Duerr sees programmatic automation gobbling up all of future media spending, leading to a volume of transactions that is going to require even more of technology’s help.

“All media will become digital,” Duerr adds. “All digital media will be optimised in some sort of fashion.

“You’re going to need to have basically AI to help with the decisioning. Programmatic is going to be fundamentally the way we buy and sell media.”

This video is part a series that examines programmatic from both the seller and the buyer perspective. It is presented by PubMatic. For more videos from the series, please visit this page.

So what is a tech platform doing at the event?

Amongst a series of appearances last week, Rocket Fuel, a predictive marketing platform, partnered with both Integral Ad Science and IAB to deliver data-driven presentations the truth behind publisher’s claims about their inventory.

Speaking with Beet.TV in this video interview, Rocket Fuel senior director Jon Stewart says legacy media still light the way to the future of digital growth.

“Despite the fact that we’ve seen explosive growth in digital TV and digital video, linear TV is still king,” Rocket Fuel’s Stewart says.

“Any digital solution for brand marketers needs to be layered on top of traditional TV. It’s the most important and largest ad format still today, by far.

“Nobody’s going to be satisfied with user-generated content and clips to give the volume and GRPs (gross rating points) that are required  or expected. It’s going to take high-quality, long-form entertainment.”

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.

“Every marketer, especially every B2C marketer, is going to make decision in the next five years about their first-party data,” he tells Beet.TV in this video interview.

How brands choose to use consumer data – both their own and from other sources – to target ads became a hot topic in 2015.

Rocket Fuel, which began by applying artificial intelligence to rate ad inventory, partnered with DISH in October to allow its advertisers to use “moment scoring” to target ads programmatically. The technology has been used by whisky brand Glenfiddich.

Wootton explains: “There is computational power you need to score that impression. (Rocket Fuel) is the machine learning-powered optimisation engine, DISH is the marketplace that creates the supply in their hub.

With moment scoring up and running, what does Wootton’s first full year in the job look like?

“Last year was mostly about the integration (of X+1),” he says. “We’re doing a couple of bets as we go forward:

1. “Brand. Programmatic TV is a perfect example of where we’re trying to help lead the industry in brand awareness, perception and building.”
2. “Continuing to build out our direct response capabilities.”
3. “Extending the programmatic platform to enable customers to do moment scoring.”

This video is part of Beet.TV coverage of CES 2016 sponsored by Adobe.

To give customers a single, constantly-connected platform, says Rocket Fuel’s global partnerships VP David Skinner.

“The rationale for the acquisition was that Rocket Fuel really sees the digital landscape changing to one of a digital marketing hub, where advertisers more and more are looking towards having a single platform instead of a set of platforms,” he tells Beet.TV in this video interview.

“More and more where we see the industry going – rather than this start-stop cadence of campaigns and insertion orders, really moving to more of a continuous cadence of always-on advertising, and that’s what the X+1 software helps Rocket Fuel to provide.”

Rocket Fuel’s just-out Q4 earnings release showed Q4 revenue jumped by 63% to $85.6m compared with a year earlier, but quarterly net loss grew nearly ten-fold to $20.5m as costs grew.

Skinner was interviewed by Beet.TV at the IAB Annual Leadership Meeting.

Beet.TV coverage of the IAB meeting was sponsored by SpotXchange.

Nelson also talks about the implications of the California company’s recent announcement to acquire [x+1].

He speaks about emerging trends to be discussed at the upcoming DMEXCO conference and beyond.   The big topic will be accuracy in media targeting and buying, he says.

We spoke with him for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco  that is sponsored by the automatic content recognition (ACR) technology provider Civolution.

Please find more videos from the series here.  Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.