The new ability of technology to link consumer behavior to connected TV ad exposure is changing the habits of ad buyers, says an exec trying to spread the software.

“Whereas traditionally, (ad buyers) were digital shops, they’re now coming in and saying, ‘what should my mix look like?’, says Jo Kinsella, chief revenue officer of TVSquared, a performance TV attribution vendor.

Kinsella’s TVSquared helps brands learn how TV advertising is driving traffic to their websites.

One of the company’s two main software pieces is ADvantage, a platform providing offering insight in to how each TV impression drives revenue through online, mobile and second screen for advertisers looking for accurate same-day TV attribution.

The company’s Predict tool helps advertisers automate the creation of their buy specifications based on predictive analysis of historical attribution data that is optimized, whether the objective is to generate sales, registrations, web site visits or any other kind of response.

TVSquared also helps power Instant Impact, an analytics platform at Comcast Cable’s Spotlight ad sales unit which shows the impact on web traffic from airing an ad on Comcast, within 30 minutes of transmission.

This video is part of a series of interviews conducted during Advertising Week New York, 2019. This series is co-production of Beet.TV and Advertising Week. The series is sponsored by Roundel, a Target company. Please see more videos from Advertising Week right here.

Advertising Week 2019 presented by Roundel, a Target company