MIAMI – While at Mixpo, Anupam Gupta played in the creative management layer space. However, the last five to seven years in advertising “have been all about targeting,” says the Chief Product Officer for 4C Insights. “But that doesn’t mean that we won’t come back to creative.”

During a panel discussion at the recent Retreat 2016, Gupta explains the 4C product suite, which includes activation on Facebook, Instagram, LinkedIn, Pinterest, Snapchat and Twitter as well as TV-synced ads across digital display, mobile, search, social and video.

“We have figured out, by looking at each and every platform that we’re integrated with, the right metrics and have the whole closed-loop optimization kind of built in,” he says in response to a question from moderator Matt Prohaska of Prohaska Consulting.

4C Insights doesn’t want to be known as just another data provider, according to Gupta. “For us, it’s about connecting data and activation. Those two things happen side by side,” Gupta says.

The company also provides advertising and content analytics leveraging its Teletrax global TV monitoring network and proprietary social affinity database.

Mixpo developed a modern enterprise cloud platform to help media companies, advertisers and agencies run advertising campaigns, with an emphasis on the proper creative elements. “I absolutely believe that as ad tech and marketing tech com together, and you think about what the challenges and opportunities are for marketers, targeting and creative go hand in hand,” Gupta says.

Asked whether there are specific winning formulas for specific social media platforms, Gupta says, “There are so many different things. Direct response campaigns. Direct mapping to conversion versus branding campaigns. There’s no one answer to that.”

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.