SAN FRANCISCO — One of the key growth factors in programmatic buying lies in the integration of tech partners, says Dan Ackerman, Senior VP Programmatic at Adap.TV during an interview with Beet.TV. “We want to be the agency platform that enables all these processes,” he says.

Data providers like Nielsen, Rentrak and Kantar are important partners in delivering the data to enable programmatic buying across TV and digital. “They have the data to understand audiences beyond just age and gender, and then Mediaocean is the system everything goes back to,” he explains. “We need to communicate back to Mediaocean on what those buys have done, how they perform and the basic billing piece.” Mediaocean also is working with FreeWheel and AOL-owned Adap.TV on extending audience targeting from TV workflow systems to digital.

Earlier this month, Adap.TV began offering linear TV through its programmatic buying platform. That can bring more targeted buying to both TV and digital, Adap.TV has said. Magna Global is running campaigns through the platform.

We interviewed Ackerman at the Beet.TV leadership summit on programmatic TV advertising presented with Adap.TV. You can find more clips from the event here.