COLOGNE — The acquisition of Videology by Amobee will lead to new opportunities in the use of data-driven advertising, says one of the executives who transferred in the deal.

Videology filed for Chapter 11 bankruptcy protection in May, and was bought by Amobee in July for approximately $100 million.

So what is the next chapter for this video powerhouse? Jon Block, who was VP product and platform at Videology and now holds the same title at Amobee, discusses the next move in this video interview with Beet.TV.

“It’s an incredibly exciting acquisition from my point of view,” Block says. “Videology and Amobee are two companies that are really the pioneering bleeding edge of convergence.

“Amobee has been a company that’s been focused very much on programmatic and social and the converging world between those two mediums. Videology has been focusing on the convergence between TV and video, and applying video concepts to TV and TV concepts to video.”

Block was a veteran of ITV, the main UK free-to-air commercial broadcaster before he joined Videology.

Videology was a pioneer in offering technology helping broadcasters deliver digital advertising.

Block sees both Videology and Amobee is having excelled in the use of data – respectively, for TV ad inventory forecasting and for creating custom audience segments.

“You have Videology focused on applying data in the supply constrained world, and then you have Amobee that has been using data in a demand constrained world,” he says. “And what I think is really exciting about these two companies together is that I believe this is probably the first time that two companies with advanced data capabilities from the demand constrained and the supply constrained worlds are coming together to form a whole.”

This interview is part of a series titled Advertising Reimagined: The View from DMEXCO 2018, presented by Criteo. Please find more videos from the series here.