MIAMI – As it prepares to roll out a new generation of cross-device consumer targeting data generated by smart televisions, data management platform Lotame sums up the world of data in two words: portability and real time.

Amid the transition from cookie-centric targeting to the world of mobile devices, tablets, video, unique identifiers, offline purchases and the like, agencies can secure their seat at the table by taking charge of their clients’ first-party data, says Andy Monfried, Founder and CEO of Lotame.

“It is critical for agencies to remain hugely relevant,” Monfried says in between sessions at the annual Transformation conference of the American Association of Advertising Agencies. “The ownership of the first-party data will always remain with the clients, but agencies need to take control over managing the data.”

Lotame has been working with top TV manufacturers, along with companies like Tremor Media, YuMe and TubeMogul, so that brands can better target people who watch connected TV’s based on their household IP addresses. That data is matched to mobile devices and offline purchase data. To Monfried, “portability and real time” are the current buzz words describing data.

“We will be telling brand advertisers who’s watching in real time and if the ad and the content are having an impact on purchase,” Monfried says.

When released, Lotame’s TV viewership audiences will be available for purchase in DSPs and platforms including Google’s DoubleClick Bid Manager, The Trade Desk, Tremor Video, Turn, Videology, and Yahoo’s Brightroll.

This video was recorded at the 4A’s Transformation conference in Miami. For additional interviews, please visit this page. Beet.TV’s coverage of the 4A’s was sponsored by The Trade Desk.