Marketers may be moving in to an era when they no longer pay for advertising based on the likelihood of reaching a number of people of a particular kind – but based on actual end product sales as a result.

AOL recently acquired two companies in the “attribution” space which will enable this development – Santa Monica-based Convertro and Seattle-based Precision Demand.

“It’s changing the currency of many different mediums, moving away from just reach and frequency or audience composition toward the value of,” AOL-owned Adap.tv’s programmatic TV SVP Dan Ackerman tells Beet.TV in this video interview… “media based on its impact on sale, engagement or responsiveness..”

This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.