VIEQUES, PR — Around the world, television sets are getting connected to the internet – and that is creating a huge new opportunity for a new breed of gatekeeper.

But the new broadcast contenders should not just assume they will become all powerful.

One executive brokering the future of connected TV advertising thinks quality of experience must be the watchword.

“Television is at the mid-stage of migrating in to the digital world,”Innovid co-founder Tal Chalozin tells Beet.TV in this video interview. “Beyond Sling, Sony Vue and DirectTV Now, YouTube is coming along, Hulu is delivering their live television service, maybe Apple will deliver their service.

“More and more people will stop paying or not even start their cable bill and immediately pay Google or Hulu and that will be their television service.

“Companies have a responsibility to create television quality equal to television now. Which means television should never buffer, should be high quality, volume should be correlated. All those things which seem very simple are actually hard to do.”

Chalozin’s Innovid, which helps advertisers personalise their video messages for viewers, claims to be processing a third of all video ads in the US.

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.