As TV audiences start watching TV on more devices than just, well, TV, marketers face a challenge – how do they measure, target and price their advertising efforts?

Companies tackling and talking about that problem are now commonplace. One such, Cadreon, believes the answer lays in what global president Arun Kumar calls “advanced TV” – a mix of household-level addressable capability, programmatic audience buying and smart TV sets.

“TV ratings are dropping because people are not just watching it on the main screen in the house; they’re watching on all these different platforms,” Kumar tells Beet.TV in this video interview. “The measurement systems have not kept up pace.

“There is a lot of viewing that takes place for some of these programmes, but it just doesn’t take place on the channels which we measure. But, as an advertiser, I want to be able to reach these people. You can target them on other platforms. The possibilities are endless.

“So the fascination with ‘Are we going to get cheaper pricing by moving to a programmatic trading model?’… that should not be a topic of discussion. The bigger component is, in a dynamic age where consumers are moving fluidly in their journeys between platforms, how are you going to keep track of that?”

Cadreon’s Audience Measurement Platform (AMP) and advanced TV platform, built with TubeMogul, help advertisers combine multiple data sources to target audience groups.

This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C + Teletrax.