Across the industry, efficiency-hungry advertisers are going crazy to get their hands on data about viewers. And then they have to make sense of that data.

At the Consumer Electronics Show in Las Vegas last week, Rovi trailed two new products aiming to help advertisers out. Ad Optimizer and Promotion Optimizer take in multiple data feeds to help advertisers figure out how to plan their spending.

“Today, there are massive amounts of data sets available,” Rovi product management director Akhil Parekh tells Beet.TV. “We not only know what consumers are watching on TV, we also now know what they’re doing off TV.

“Our platform can ingest all kinds of data (and) combine that with proprietary algorithms that identify what ads you want to run, when, on your inventory.

“Big data analytics will really change the world of advertising.”