LAS VEGAS — The tectonic plates of the ad-tech ecosystem have shifted in to alignment, allowing now advertisers to do many of the newfangled techniques that have been talked about for years.

That’s according to one media-tech exec whose company just passed some milestones of its own.

4C Insights ingests social media platform data and TV ad data from around the world to help advertisers serve social ads up against TV viewing, or vice versa.

“We closed the year just shy of $1bn in annualised ad spend running across our platform,” 4C Insights chief marketing officer Aaron Goldman tells Beet.TV.

“We tallied north of 400m detections of assets across linear television.”

Goldman says social data through 4C’s “affinity graph” can activate linear national TV ad buys or on social media.

“As the plumbing and infrastructure gets upgraded, we can do some of the things we’ve been talking about for  along time,” he says. “You’re seeing the opportunity become a reality.”

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

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