MIAMI – It’s hard to think of a company that has ramped up more data prowess than Oracle Data Cloud. But even with companies like BluKai, Datalogix, AddThis, Crosswise and Moat under its wing, achieving unified cross-screen audience measurement isn’t going to be a cake walk.

“That is certainly one of the objectives for us as well as for a number of partners that we work with in the space, and it certainly seems like it’s going to require a number of stakeholders to get to where the industry wants us frankly to be,” says Daniel Harrison, Head of TV Solutions for Oracle Data Cloud.

With 97 of the top 100 US advertisers and slightly less of the top 100 globally, there’s very little in the way of data that Oracle hasn’t seen on the digital side. Now a core focus, according to Harrison, is to “deliver solutions to all flavors of TV, from national linear to addressable VOD, linear to connected and OTT.”

Oracle doesn’t lack for partnerships in the TV space, counting Hulu as an early collaborator and also The Trade Desk, DataXu and TubeMogul, all of which have been “investing quite a bit to solve for TV through their own initiatives so we are working to align closely with them,” Harrison says in this interview at the recent Beet Retreat Miami 2017.

The first time that Oracle Data Cloud enabled its purchase-based audiences for linear national TV was through a linkup with Simulmedia, something company founder Dave Morgan called “a defining moment in the transformation of TV to a data-driven, audience-targeted business.”

Asked about the quest for unified, cross-platform measurement, Harrison says clients are indeed looking for a more holistic approach to planning and activating both digital and TV. That would mean no longer having to ““drop that digital audience that you’ve customized and invested a lot of time and effort into at the gate and then pick up a totally different audience derived very differently to solve for it in, let’s say, TV and other media.”

A second priority for Oracle’s clients is measurement, i.e. what’s really driving lift, and to bring its digital methodology to the TV space. “That’s where again you come up against the uniqueness of each of these different media types and the need to address them first in and of themselves and then in a more overarching way across media.”

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.