AUSTIN — Data is the watchword in the digital marketing business these days, and the key to success is knowing when and how to employ data in ad campaigns, says Ken Barbieri, VP Business Development, AdAdvisor at Neustar, a real-time information provider, during an interview with Beet.TV. We spoke with him at SXSW where he was a panelist at a private session about digital video organized and hosted by Videology.

“We try to add value and insight to brands in particular, and more commonly at the top of funnel, in terms of helping create engagement and awareness with consumers, but you also have other companies interested in inducing actions, which our data can be used for as well,” he explains. Barbieri adds that marketers are increasingly relying on deeper and more specific data to make better decisions about targeting consumers.

“We see a massive influx of information about consumer household in the U.S. and we can overlay interesting attributes about consumers and we push that out to our partners,” Barbieri says. For more insight into how marketers are using data and the privacy implications, check out this video interview.

More videos from the session and interviews with the speakers to come.  Beet.TV’s coverage of this event at SXSW is sponsored by Videology.