One of the biggest changes in the digital video industry is coming thanks to the arrival of ye olde traditional TV advertising practices, says one industry exec.

“The biggest lever I’ve seen in pushing this forward is this concept of TV data coming online, which really didn’t exist a year and half ago,” says Mark McKee, global marketing and strategy SVP of video ad tech vendor Videology.

This is allowing McKee to answer the question: “How do you pull the two screens together? The PC and mobile as well as the TV set.”

This segment was recorded at the Beet.TV leadership summit on television and programmatic advertising hosted by Xaxis and sponsored by Videology.