Across the advertising industry this year, the main challenge seems to be uniting brands’ understanding of how consumers respond to ads across the many different media they now use.

One more vendor tackling that problem is Tapad, whose “device graph” model aims to help clients do just that.

“We’re working with a (television) manufacturer that has content recognition software and has consumers say that they’re okay with them collecting this data,” according to Tapad media business GM Kate O’Loughlin. “We get that information about commercials and programmes that are seen.

“A person watches a Ford ad on their television, and then they’d pick up another device … and does a dealer locator lookup or car configurator. We can measure that the person who saw the ad actually made that digital action.”

Nowadays, there are technologies from companies like Teletrax that can help deliver ads in sync across social and TV platforms. But what is the effect of each? Tapad would seem to answer that question.

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