For advertisers, “viewability” – knowing whether a viewer has really watched their ad – has become an important metric. But some advertisers also want more granular information. Analytics startup Veenome wants to play that role.

“We’re figuring out what content is inside the video, indexing the actual imagery of the content, figuring out how many videos are on the page, where the videos are, how big they are – and then adding this information to the ecosystem through ad servers, ad networks,” founder Kevin Lenane tells Beet.TV.

“I find it sort of jarring to be watching a video about something and have the ad be targeted based on something I searched in my email two hours ago.”

Lane reckons advertisers could target better if they had second-by-second understanding of what was being watching inside videos.

He was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s recent annual executive retreat in Vieques, Puerto Rico.