The core problem of executing advanced or converged television targeting is deciphering consumer device identity, and that’s exactly why direct-to-consumer brands are flocking to it. And, dataxu’s Mike Baker predicts in the walkup to CES 2019, more of the biggest agencies will join in this year, as have many small and mid-size agencies.

“What’s different about them is they come to the TV investment process with data of their own” typically consisting of e-commerce conversion data, CEO Baker says of direct-to-consumer marketers. Dataxu’s OneView identity and data management platform can “turn that into a TV plan,” he explains in this interview with Beet.TV.

“That’s one of the big trends in advanced TV in 2019 and it’s one of the reasons why we’ve seen our revenue go up forty times year over year from connected TV.”

Already comfortable with a data-driven marketing process, newer users of the company’s TouchPoint demand-side platform seek to leverage all of their online and mobile data in new channels.

“Many of them have seen things like Facebook or Google search sort of saturate as a play for conversions, and so they’re very interested in not only the branding aspects of TV but also the ability to drive return on investment for new customer acquisition.”

Nine years ago, long before the concept of advanced TV, demand-side platform TouchPoint was dataxu’s starting point. Along the way the company found that most marketers had a problem with connecting the dots between targeting and measurement on PC’s and mobile phones. OneView, which solves for this and can now factor in streaming devices and connected TV, “has really been the center point of our growth in TV and addressable TV,” Baker says.

Consumer device identity is a problem shared by the sell-side, as evidenced by dataxu’s involvement with media sellers like Sky in the U.K. “So on the sell-side, we’re increasingly working with some of the big media companies to help them on attribution and media planning that merges digital and linear data.”

In addition to direct-to-consumer brands, agencies with billings between $50 million and $100 million that never developed big TV teams, are bringing some of their clients into advanced TV. Baker predicts that some of the biggest agencies will be joining in as well.

“What’s been holding them back has been a little bit of uncertainty around who owns converged TV” within those agencies, Baker says.

As for a misconception that advanced TV cannot be done at scale, he adds, “I think at CES we’ll be talking a lot about the fact that you can and a lot of people are doing it today.”

Update: NBCU’s Yaccarino Issues Call To Action On Advertising Standards

On Jan. 7, NBCUniversal sales chief Linda Yaccarino cited “privacy issues, data misuse, measurement chaos and brand safety neglect” at “major digital advertising platforms” while seeking industry unity for high business standards.

“For decades, audiences have loved premium content, and advertisers have trusted networks’ multiscreen advertising ecosystems,” Yaccarino said in an article published on the NBCU website. “That’s why the premium media industry has refused to compromise its core values for how that content is created and distributed, even as we disrupt legacy mindsets and reinvent how we operate.”

Among other benefits, lowering barriers to entry for marketers to engage in TV advertising has attracted direct-to-consumer brands, Yaccarino noted.

“Already what had been an exclusive space for established companies is now welcoming a wave of entrepreneurs whose disruptive brands had long been at a disadvantage against larger incumbents. But here’s the best part: The marketplace is opening up without any compromises on consumers’ or brands’ safety.”

She called for all media publishers, agencies and platforms “to raise standards to let a safer, smarter, more accessible advertising ecosystem take flight.”

This video is part the Beet.TV preview series “The Road to CES 2019.” The series is presented by dataxu. For more videos, please visit this page.