LONDON — In an advertising world increasingly fuelled by customer data, who do agencies go to for these vital ingredients? It’s not who it used to be, says Dentsu Aegis UK digital agency iProspect‘s chief media officer.

“Five or six years ago, we were talking about the CIO, CMO and CTO groups merging together and becoming a blurred conversation across each of those disciplines within clients,” Matt Adams tells Beet.TV in this video interview.

“A lot of clients have restructured themselves around having more of joined-up approach. Fifty percent of our time around data is dealing with technology officers, information officers, IT teams – the non-traditional marketers who now hold the keys to pulling in first-party data.”

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.