A future big data grab for marketers -- and data companies -- is in collecting off-line data for advertisers.
As an industry, "we are just scratching the surface," says Chris Scoggins, senior vp and general manager, DLX Platform for Datalogix, in speaking on a OMMA Data Driven Marketing panel.
In this regard, Scoggins says many of clients he works with -- automotive and consumer products -- are changing their thinking. For those traditionally big TV marketers, "everyone now is a direct marketer."
Eoin Townsend, chief strategy officer of MediaMath, said: "There is a halo market around TV. But that market is fragmented. Everything we do from now on is going to be measurable."