SAN JUAN, Puerto Rico—There’s lots of industry talk about data being the “connective tissue” that can unify advertising buys across various channels. But while many hurdles currently prevent brands and agencies from normalizing the execution of buys across linear and advanced television, data is already playing a key role, according to dataxu CEO Mike Baker.

“While you can’t do all that programmatically in terms of execution, what you can do is look at that analytically in terms of understanding reach and frequency of, like, a special precision audience across these different ways of watching TV,” Baker says in this interview at the recent Beet Retreat 2018.

A big plus has been the addition to the mix of quality data from automatic content recognition technology, which Baker calls “a game changer.” Adding that data to a device graph containing digital data enables advertisers and agencies “to start to look at households, and even people within the household, in a holistic, sort of normalized basis.”

The impetus for some agencies to de-silo their approach to media planning and execution has been their clients’ push to amass greater amounts of first-party customer data and invest in data-management platforms, according to Baker.

“Obviously, these companies have done a great job of selling the vision of the importance of first party data,” he says. “But then it’s sort of like, ‘Hey I need to use this in more places because it’s expensive to implement these programs and collect data.’ So one of the places would be media investment.”

One example could be “I have a pile of cookies and now I need to use this. Please use this identity information for TV planning, buying and even inflight optimization and measurement.”

This is one reason why agencies have become customers of dataxu’s OneView identity solution, “to help them solve the problem of how do you translate digital device data coming out of a DMP into a world where you’re buying and measuring TV,” says Baker.

Many direct-to-consumer brands that started life by specializing in analyzing the meaning of abandoned shopping carts and relying heavily on platforms like Facebook and Google now want to use their CRM files for TV. They want to execute on TV “in the same incrementality and return on ad spend against a very specific set of consumers. The problem is the same. How to translate digital logic and data into shared device or concept of TV household versus just a person.”

This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.