LAS VEGAS — Time was, data was the oil that powered backward-looking reports examining the effectiveness of already-executed campaigns.

But that’s all changing now, as new technology allows ad-tech platforms to show live data and let clients respond by tweaking campaigns mid-flight.

That’s according to one ad-tech exec whose company helps advertisers use data segmenting to target linear TV ads.

“We’re seeing a lot of companies using data in ways that haven’t been used before,” says Cadent CTO Stephanie Mitchko in this video interview with Beet.TV.

“Data has really become actionable. Companies are using it not just to create reports and post-buy analysis to tell clients what happened in the past, but using data in real-time to actually adjust campaigns, use campaigns in ways they haven’t been used before.”

Cadent’s offering takes cable set-top box viewing data and adds in first- or third-party behavioral data to let ad buyers target viewers more precisely.

Mitchko says attribution and measurement transparency is the hot topic for 2017, as ad-tech customers increasingly look to peak behind the curtain at the numbers behind the numbers.

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.