COLOGNE — Big Data technology is key to the future of advertising – but is also being shaped by advertising itself, says media measurement firm Quantcast’s CEO.

“Whilst the term ‘ad-tech’ has been around for a while, that term’s been a bit of an oxymoron – there hasn’t necessarily been that much tech in ‘ad-tech’,” Konrad Feldman tells Beet.TV in this interview recorded at DMEXCO.

“That’s changing. The speed of data involved requires world-leading technology. Many of the advances in Big Data in general have come from advertising companies. The companies that grow to scale in the real-time advertising ecosystem will fundamentally be technology companies.”

Eight-year-old Quantcast’s two core products are Measure, giving website owners free stats, and Advertise, supporting real-time ad trade decision-making.

This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.