Devices are getting smaller and also more beautiful, but it’s the data underneath them all that matters most to marketers, said Megan Tweed, VP of Media at Razorfish during an interview with Beet.TV at CES.

“All of the devices introduced here, the functionality will change the way I can interact with consumers. TVs are thin and gorgeous. The picture on the 3D TV technology is just mindblowing. The functionality on [Smart TVs] is changing how people find content,” she said.

Top of mind for advertisers though is understanding what’s under the hood, such as how consumers are interacting and spending time with ads and programming across these new devices, she said.