Putting technology aside, one of the biggest hurdles facing the growth of addressable television advertising—along with addressable ads on other platforms—is that of perception, according to the Director of Product Marketing for Experian Marketing services.

“The biggest challenge is people think addressable TV advertising is sophisticated,” Brienna Pinnow said in an interview last week in Manhattan during the Beet.TV Leadership Summit on cross-screen addressability. “Just because something is sophisticated doesn’t mean it has to be difficult.”

Following a series of panel discussions at the Leadership Summit, Pinnow said that dealing with the challenge “definitely comes down to the people aspect,” citing the importance of “niche thought leaders” at companies like Modi Media and Publicis Media Exchange who participated in the event.

Experian sees its role as that of a “linkage hub” in the addressable TV space and is looking to expand that presence across other platforms, by virtue of, among other things, its direct partnerships with more than 20 media partners.

“That’s really where Experian feels the future of addressable is going,” Pinnow says of cross-platform engagement. “It’s taking this one plus one equals three sort of approach and really developing a surround sound consumer experience.”

This video was produced at the Beet.TV leadership summit in New York on cross-platform addressability on July 26. The event and the series is presented by DISH Media Sales and Experian Marketing Services. Please visit this page to find additional videos from the summit.