Even if it isn’t quite “the new oil”, data is becoming more and more important to the new era of advertising targeting.

“Data is absolutely the most essential foundation piece of programmatic,” MediaVest advertising technology and platforms SVP Oleg Korenfeld tells Beet.TV in this video interview.

“You cannot efficiently and effectively buy media if you don’t understand who you’re going after, programmatically.

“Data allows you to go more direct. If you can identify that person, you don’t have to go out there and spray with media.”

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.