Video advertisers need to improve their data collection and processing capabilities to better target viewers, says one ad tech exec after launching a service to do just that.

“TV brand advertising … we believe it’s very different from video advertising thats performance based,” says YuMe CEO Jayant Kadambi. “We believe video advertising for brands is all about getting the data … and analyzing that to find who’s receptive and attentive.”

This week, YuMe launched Video Reach, a tool designed to give ad trading desks and brand advertisers first-party data on device users in order to carry out demographic ad targeting.

Kadambi says the company is “in growth expansion mode”, recently moving up to over 500 staff members after a 30% annual revenue increase.