LAS VEGAS — Time was, data was the oil that powered backward-looking reports examining the effectiveness of already-executed campaigns.<\/p>\n

But that’s all changing now, as new technology allows ad-tech platforms to show\u00a0live data and let clients\u00a0respond by tweaking campaigns mid-flight.<\/p>\n

That’s according to one ad-tech exec whose company helps advertisers use data segmenting to target\u00a0linear TV ads.<\/p>\n

“We\u2019re seeing a lot of companies using data in ways that haven\u2019t been used before,” says\u00a0Cadent<\/a> CTO Stephanie Mitchko<\/a> in this video interview with Beet.TV.<\/p>\n

“Data has really become actionable. Companies are using it not just to create reports and post-buy analysis to tell clients what happened in the past, but using data in real-time to actually adjust campaigns, use campaigns in ways they haven\u2019t been used before.”<\/p>\n

Cadent’s offering<\/a> takes<\/a> cable set-top box viewing data and adds in first- or third-party behavioral data to let ad buyers target viewers more precisely.<\/p>\n

Mitchko says attribution and measurement\u00a0transparency\u00a0is the hot topic for 2017, as ad-tech customers increasingly look to peak behind the curtain at the numbers behind the numbers.<\/p>\n

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS — Time was, data was the oil that powered backward-looking reports examining the effectiveness of already-executed campaigns. But that’s all changing now, as new technology allows ad-tech platforms to show\u00a0live data and let clients\u00a0respond by tweaking campaigns mid-flight. That’s according to one ad-tech exec whose company helps advertisers use data segmenting to target\u00a0linear […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6105],"tags":[5867,6145],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44348"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44348"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44348\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44348"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44348"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44348"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}