LAS VEGAS –Omnicom Media Group’s Chief Research Officer has a message for cable television providers: unlock your viewership data and it will be mutually beneficial.

“If I could wave a magic wand to have the right data set for TV targeting and attribution, right now what I’d love to see is all the MSO’s start top open up access to their viewership data sets,” Jonathan Steuer tells Beet.TV in an interview at the Nielsen Consumer 360 event. “It seems obvious to me that there’s benefit not just to me but to them in doing that.”

Noting that MSO’s spend a lot of money on marketing themselves, Steuer believes that if they were able to bring their own viewership data to market along with their advertising inventory, “I think they would have a much easier time retaining subscribers and improving their own metrics.”

Such an opening up would help to transform “what is now really a small niche of the quote programmatic TV world to make that inventory available for national level or regional planning, buying and measurement,” Steuer says.

Steuer sees a tendency in the industry of putting things into discreet buckets. “You’ve got the IP TV that’s targeted and delivered pretty much like digital advertising on a purely audience basis on one hand, and you’ve got the big reach national buys” like the Super Bowl “on the other end of the spectrum, and you’ve got a bunch of stuff in between,” Steuer says.

He considers what’s in between to be grey areas that need to be explored “and to integrate the data across all of them” to determine the right mix of national reach, local targeting and cross-media reach.

This video is part of series produced at Consumer 360. The series is sponsored by Nielsen. Please visit this page for additional segments.

Nielsen's Consumer 360, Las Vegas 2016