But Levine says the same technology can be used for something more.<\/p>\n

He says: “There is the lifetime value of a maybe a six-year-old who … sees a luxury car ad … that (ad) impression has an impact on that six-year-old to aspire potentially to something later in life saying, ‘Hey, I want this BMW. I want this Mercedes,’ et cetera.<\/p>\n

Brand uplift is the ill-defined and hard-to-discover outcome that advertisers have traditionally fallen back on seeking, given TV’s historic inability to measure specific audience behaviors.<\/p>\n

Now TVs are gaining the ability to observe specific content and advertising viewing, whilst software platforms can link those profiles to consequential online actions. So, how would Levine use it to measure brand uplift?<\/p>\n

He says his company’s technology enables “full-funnel” attribution, meaning it encompasses brand uplift, too.<\/p>\n

“The way that you measure the impact on the brand is a qualitative exercise. And the nature of it being qualitative allows for it to be unique in every single application,” he says.<\/p>\n

“Different brands will ask different questions in surveys that are delivered in different and through different modalities, digital, telephone calls, mail, and so forth.<\/p>\n

“We’re moving away from the one size fits all currency and we’re moving towards providing the data, and technology, and solutions to be able to allow each agency, each buyer, each brand to come up with the way that they want to transact and measure, and the same thing on the sales side.”<\/p>\n

Levine was interviewed by Furious Corp CEO Ashley J. Swartz.<\/p>\n