By 2015 about 30% of all video ad spend, or roughly $2.5 billion, will be audience-based, says Sorosh Tavakoli, CEO of ad management platform Videoplaza, in an interview with Beet.TV. That’s why the company rolled out a new version of its platform, Karbon 2, to include more audience data, segmentation and targeting for media owners, he tell us.

“The aim with Karbon is to help publishers monetize their inventory across any platform or any device,” Tavakoli says. “Our customers are seeing one-third of their traffic from non-PC platforms now.” The Karbon 2 platform lets media companies target audiences by device, and customers who use Videoplaza can tap into both first-party and third-party data to segment audiences for marketers. That’s vital given the growth in audience-based buying and in video consumption across devices, he says. Many marketers are still buying video ads for context and branding, but they’re also now adding audience segmentation into those branding buys, he tell us in this video interview. “The buy side is gearing up with technology and a better understanding of the audience…and getting used to combining brand context as well as audience.”

The Karbon 2 platform also includes reporting and analytics, so that both buyers and sellers can determine where and on which devices ads are most effective.