Television may be “old media” to some digital folks. But traditional data and practices from TV advertising are making rapid incursions to influencing the online video world.

“in 2013, we saw the first step in that evolution,” says Evan Hanlon, audience and strategy manager of Group M’s Xaxis data unit.

“One of the key pieces we were able to figure out with Kantar was helping to bring this wealth of data being generated by TV buys in to the digital ecosystem.

“TV buyers have been doing this for decades and they’ve really got something figured out. This is going to be the foundation of where we move forward.”

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

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