VIEQUES, PR — The future of multi-channel ad buying is here, now – and BIG.

Marketers, challenged by the proliferation of modern media devices, are dreaming of a day when they can distribute their ads for a multitude of screens, from just a single screen.

But Sandro Catanzaro says that day is already here.

“Imagine a world where a campaign can span every channel – linear TV, addressable TV, connected TV, desktop videos, banners in websites, mobile devices,” the co-founder of ad-tech company DataXu tells Beet.TV in this video interview. “It can be all seamlessly executed through a single user interface, very simple and it’s totally self-service.

“What really excites me is the underlying technology. (It) is a graph of graphs. We are connecting all the different devices consumers have.”

According to Catanzaro, that will enable advertisers to answer questions like: “How can we use mobile phone behaviour to affect the campaign that’s executed in linear TV, connected TV or addressable TV?”

This kind of correlation is getting in to the realms of science, but not science-fiction. A range of companies is now boasting to link together data trails from individuals’ different digital devices, to plot better targeting across each.

One of the key features as a result will be to reduce the frequency of ads seen by a consumer who may already be excessively exposed across multiple channels.

“If a person has seen one, two, three, four (or) five ads, you can decide whether you want to show a next ad or not, and you can also know which acidness this specific consumer belongs to,” Catanzaro adds.

“That technology is fully operating right now, these are datasets of petabytes in size that can respond in real-time.”

This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.

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