MIAMI — It’s the outfit that promises advertisers guaranteed business returns, even from television advertising. So what does Simulmedia say is the key to unlocking results?

Brands win best when they bring first-party data to the table, says the company’s Jeff Storan.

“The types of advertisers with which we’ve been able to deliver the most value are those that have large stores of customer data and have a direct relationship with their customers,” says the company’s marketing VP.

“Retailers, financial services companies, travel category advertisers… we can match their CRM data with our set top box data panel and use that as a basis for finding their target audiences. They can activate their own customer segmentations, they can use it to find within their customer segmentation more responsive audiences to their advertising message.”

The worlds of advertising and marketing are colliding because marketing, which often revolves around gathering and leveraging customer data, is now getting plugged in to advertising technology, which can super-target audiences.

There has been a lot of hype about that collision. And Storan says that customer data can best serve an ad campaign.

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 Verte Group founder and CEO Tim Hanlon