CANNES, France — Forgive him if you think “the year of real-time marketing” was 2013, when Oreo dunked in the dark – but Mindshare’s north America strategy chief thinks 2014 is the real deal.

“Real-time has been about owned and earned,” Jordan Bitterman tells Beet.TV. “Tent-pole events like the Superbowl – ‘how do we get someone to retweet our creative tweet?’ That’s all very well and good. But this is the year where the plumbing has finally been laid for paid media to enter real-time.

The idea” we can optimize based on data about weather patterns, what people are searching for, transaction history – all of that stuff is now infusing what we do from a paid media perspective.”

We spoke with him at the Mindshare party at the Cannes Lions International Festival of Creativity.