MIAMI — Want to target new TV ads with scientific precision? More and more US TVs are getting lit up with connectivity, making the real problem a back-end one.

In other words, getting hold of the right data, and combining it in the right way, is becoming the new transformative opportunity in future TV advertsiing.

How does DataXu, an ad-tech company invested in by Europe’s Sky satellite TV provider, approach that problem?

“One of the areas that we’ve consistently heard from our clients and from marketers and agencies that’s a real pain point is the ability to leverage first party and third party data in a targeted way against OTT,” says Tore Tellefsen, DataXu’s VP of TV solutions in this video interview with Beet.TV.

“Today, most of the way the activation happens on the publisher side. You do targeting through contextual or choosing your publishers and choosing your apps and whitelisting and having to do that across multiple different distribution points to try to aggregate enough volume and reach audiences that feel like they’re your audience or that sort of look and smell like your audience based on the apps or the content that they’re consuming.”

It’s enough to give an advertiser a headache.

But the solution boils down to the unsexy-sounding art of combining datasets.

“What we’ve been able to do is take our OneView cross-device graph technology … we term it a graph of graphs of graphs,” Tellefsen adds

“It leverages sort of best-in-class device graphs that are available in the industry with our own household graph and other sources and allows all of those to operate in tandem in real-time.”

After its investment, DataXu is building out its teams in Australia and New Zealand. The company’s founders were doing their PhD work at MIT on Mars mission software, before switching paths.

The company is also trying to get ahead of some big new European privacy regulations that are likely to pose a challenge to the advertising tech landscape in the continent.

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.

This interview was conducted by Matt Prohaska, CEO of Prohaska Consulting.