MIAMI – If the folks at Eyeview are correct, there’s a predictable progression happening in the advertising world as it moves from buying audiences on broad demographics to more targeted transactions. “Everyone’s going to eventually move to outcomes,” says Brian Katz, the company’s VP of Advanced TV Insights & Strategy.

“The CMO’s on the marketing side are being held more accountable than ever for the bottom line and care about driving those outcomes,” he adds in this interview at the recent Beet Retreat Miami 2017.

Katz’s background includes linear TV—stints at NBCUniversal in research initiatives for ad sales and then Oxygen Media—before moving on to TiVo to help networks advance their data solutions.

“Now that TV technology has allowed us to reach viewers on a more one to one basis with addressable television and connected television, Eyeview is primed for that space,” he says by way of explaining his joining the company not quite a year ago.

Eyeview has centered its efforts on four categories: automotive, consumer packaged-goods, retail and travel. Having achieved real-time results with business outcomes on the digital side, it’s now being asked to “apply that to a less real-time platform like TV.”

A lack of internal synergy at agencies is one factor that has hampered progress, but Katz sees that changing. While some agencies have created cross-platform groups, “there are many that haven’t yet and I think we’re going to see a lot of that shift in the coming years.”

Another trend is media, creative and the investment teams “coming under one roof because people are understanding that data and creative need to be together to help better advertising and better results.”

As more publishers gain access to addressable TV inventory, “we’ll see a lot more of that creative personalization.”

One of the positives about TV versus digital, according to Katz, is “there’s no fraud there. It’s all premium content.”

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.