LAS VEGAS – Economic disruptions can be painful, but they also can drive greater innovation. As the world’s commercial activity slows, marketers and advertising agencies will be making tough decisions about the business partners they want in the next recovery.

“It’s gonna be a year of reckoning for sure. There’s an overabundance of companies right now that deal with data technology, measurement activation, attribution,” Mike Bregman, chief data officer at Havas Media Group, said in this interview with Beet.TV contributor Jon Watts at CES 2023. “2023 is going to be the year that they have to prove themselves.”

Havas has several priorities for data technology: audience, automation and activation and artificial intelligence, Bregman said.

“When you think about audience, it’s really how do you find that unique needle-in-a-haystack consumer? What’s the right ID graph? How do you connect everything?” he said. “How do you create a clean room product where you can actually go in, identify through a transparent way who the consumers are, their attributes, what makes them unique?”

Automation would help to free up personnel from doing rote tasks, such as quality assurance with data. Artificial intelligence technology can help with a variety of processes, but only if it’s applied effectively in making decisions about advertising transactions.

“What are the smartest algorithms? How do you bid on the consumers in the right way? How do you analyze? How do you measure? How do you attribute?” Bregman said. “The technology is getting faster. The data is getting more real time, but really, how do you know it’s working? That’s the key questions here.”

You’re watching “Establishing Measurement Standards in a Converged TV World,” a Beet.TV Leadership Series produced at CES 2023, presented by Innovid. For more videos from this series, please visit this page. For all of our coverage from CES 2023, please click here.