CANNES — The CEO of video ad planning, buying and execution tech platform Videology acknowledges, right now: “The vast majority of television-based media is not fully addressable.”

So he imagines a world where, today, technology supports TV ad buying that is merely “data-informed”, evolving later “all the way up to fully addressable”.

With New York-based Videology, Ferber says: “Agency holding companies and media companies have a common set of data they can use to evaluate opportunities on both sides. The supply side understands what the demand sides wants to do.”

Writing on The Guardian last week, Ferber said: “According to a 2013 study by Nielsen and the ANA, only 48% of marketers said cross-screen campaigns were ‘very important’ – but when looking ahead to 2016, that percentage increased to 88%.”


Ferber was part of a Cannes panel discussion on targeted TV advertising presented by AT&T AdWorks. Please visit this page for more videos from the series.