COLOGNE — As media platforms and the processes behind them converge, old definitions of each appear to fall away and become meaningless. That, at least, goes for advertising groups that are getting excited about defining the internet in TV’s likeness.

“I think ‘digital media’ maybe a little narrow,” Starcom MediaVest global operations president John Sheehy tells Beet.TV in this recorded video interview at DMEXCO. “We’ve been through a digital era, that’s probably behind us and now we’re seeing all the advances in technology and what’s possible.”

For Sheehy, that’s a complex but opportunity-laden world in which focusing on identifying and understanding audience for advertisers is key: “You can have millions and millions of people which you able to segment on a much finer basis. Your core competency is audience and audience management.”

In September, SMG was amongst the Publicis agencies to have signed up to use a new internal planner, Always On, powered by Adobe Marketing Cloud.

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