LONDON — The emerging plethora of TV viewer data being pumped out by third-party agencies and new measurement models is giving ad agencies and their clients a leg-up when it comes to negotiating the buying of TV ad spots, says one agency boss.

“Because of that data warehouse you’re starting to discover audiences that perhaps a traditional segmentation model may not have you to,” Carat global president Doug Ray tells Beet.TV in this video interview.

“We now have more knowledge and more information about the value of networks and programs – information that we have and the networks don’t have. That starts to turn the balance of leverage in terms of ‘information is power’.

“My ambition is that we create the first audience/GRP guaranteed currency against non-traditional currency measures … and hold the networks accountable for those audiences.”

This is part of a series title the State of Video, a series sponsored by AOL Platforms.  Please visit this page for all the videos from the series which will published over the next 30 days.