FORT LAUDERDALE — In November, video ad tech vendor TubeMogul unveiled software to let marketers plan their video and TV ad campaigns. In future, it aims to give users more control over the tool.

The tool “will ultimately be self-service”, the company’s TV strategy senior director Oscar Rondon tells this Beet.TV panel discussion.

“If you start with a TV plan, we’re trying to find what’s the incremental reach if you come to TubeMogul and you execute the buy,” Rondon says. “And, if you start with a digital plan where you have an audience, where can you find that audience across television networks?”

TubeMogul is partnering with measurement services like Nielsen and Rentrak plus Experian but also letting customers use their CRM data, to find audiences on addressable TV services.

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

The panel was moderated by Xaxis SVP Christine Beaumier.

You can find more videos from the Beet Retreat on this page.