CANNES – Each side needs a little of what the other has got, and they are coming together to make something better.

That is one way to describe the current state of media – at least according to Turner president David Levy.

Speaking with Beet.TV in this video interview, he sees a convergence of digital and analog advertising worlds.

“There is this race toward this middle,” he says. “Television is the greatest reach vehicle in the world … but it needs the data, the analytics for targeted marketing. The data companies … need premium video content.

“You’re going to see winners and losers at the end.”

The rise of targeted and programmatic video advertising has wet the appetites of many executives who also want to use data to better plan and buy ads on traditional TV. The going is slow but the prize is big.

That is why Levy’s Turner was one of the TV companies which this year launched OpenAP, consortium to introduce some consistency to the ways in which TV platforms describe their new viewer data segments.

Levy says OpenAp is “a big step toward trying to standardise things in this industry”, an industry in which he is keen to commission content that doesn’t just work on TV; it also excels on mobile, social and when a show isn’t even on-air.