As Noah Levine joins 605 from Fox, he sees in the television data analytics firm the capabilities of helping clients navigate a “multi-currency future.” He joined 605 two weeks ago as Chief Revenue Officer “because I believe the TV industry is entering a new period of change,” Levine says in this interview with Beet.TV.

“The streaming wars are literally raging right now. I believe that the next area for innovation is around the data and measurement that is surrounding television.”

In addition to Levine, 605 simultaneously hired Caroline Horner as SVP of Product Management. She previously led TV and cross-platform product innovation for Rentrak-comScore’s advanced measurement and optimization services and spearheaded new video product launches for comScore, according to a news release.

Levine says he was initially attracted to 605 because of its access to linear TV household viewing data, data rights and matching capabilities. “What I found upon deeper investigation was that there’s a very powerful set of technology infrastructure and process that 605 has put in place to support a multi currency future,” Levine explains.

Founded in 2016, 605 has mainly focused on working with brands and MVPD’s. “This year, we’re really expanding our focus into programmers and we also do work with agencies.”

While attribution is a “very significant focus,” but we’re not just looking at what was the immediate sales lift, what happened in the next seven days after someone saw an ad. We’re looking at full-funnel activity,” Levine says.

Such insights are the result of “looking at a large percentage of the U.S. population” instead of just focusing on 40,000 households “or having to take data and essentially match against a few million households and then model it out for the rest of the U.S. population. We’re entering an era where we can actually see for twenty or thirty percent of the U.S. population second by second what are they actually watching.”

He calls what 605 is doing as moving the industry beyond single-source viewing to what it calls multi-source. That means “taking the best of all the viewing datasets that happen to be available” from MVPD set-top boxes and comingling it with smart TV ACR data.

“We’re continuing that quest of building out a larger footprint of more MVPD data as well as additional ACR data so that we can see everything that’s playing back on the TV glass as well as throughout the home as there are multiple TV sets within the home.”