These days, many ad tech vendors offer to give brands and networks the data that reveals the true effectiveness of their ads. But which side wants to see that data, and which would rather look away?

“If a big ad network doesn’t like what they see…  they don’t necessarily want to come back (to us),” according to Veenome CEO Kevin Lenane, whose company collects attributes video content to helps advertisers and use it for contextual targeting, auditing for exchanges and more.

But the response points to a trend in which advertiser brands are becoming more powerful.

“The brand actually really wants it (the data),” Lenane says. “You’ll see more of that, they’re taking control of the data stream. They’re getting the data (directly) from us, whereas, two years ago, we couldn’t even get a conversation with them.”

Lenane was interviewed at Beet.TV’s annual executive retreat by Furious Corp founder Ashley J. Swartz.

The Beet Retreat ’15 was sponsored by AOL and VideologyPlease find additional videos from the event here.

Update:  Integral Ad Science announced today the acquisition of Veenome.