Nowadays, advertisers are starting to buy ads in social media streams that are synchronized with TV ads. Soon, they may also get to buy display ads on premium publisher sites in the same way.

“2014 was all about getting the pipes in place,” says Stefan Maris, global product manager of Civolution, a video technology vendor whose TV-synced ads service now lets brands buy ads in Twitter and Facebook that synchronize with on-air TV spots.

“The second half of this year, we will start looking at publishers. Synchronizing of premium inventory even to televisions makes a lot of sense. Everyone is really jazzed about syncing digital inventory to television.”

Civolution’s service was already being offered under its own name and by Xaxis Sync and VivaKi. Additionally, a recent use case for by BrandNetworks and OMG’s Resolution Media, in which a movie studio bought synchronized TV and social ads for a summer blockbuster, saw a 250% consumer engagement increase compared with social ads that were not TV-synced, Maris says in this video.

We spoke with Maris for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco.    It is sponsored by the automatic content recognition (ACR) technology provider Civolution.

Please find more videos from the series here.   Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.