• Beet.TV, Tuesday, December 1, 2015 8:04 AM

Marketers and agencies are trying to figure out how to manage the growth of addressable TV, especially as programmatic buying continues to overlap with the TV market. A panel of experts tackled the topic during the Beet.TV retreat in Fort Lauderdale. The challenge of broader data integration is causing agita for many agencies, says Marc Lomas, SVP Programmatic, East at Cadreon. “We are looking at how to realign our teams on the programmatic side, advanced TV side and traditional TV. There is a huge groundswell in data. We have invested in data stores, and synching data from multiple sources such as taking data from online, offline, and CRM, and looking at efficiency and effectiveness and measuring it across channels," Lomas told Beet.TV. Lomas said he'd like to see more cross-screen platforms offer better insight into how to deliver creative at the right time to the right audience. The tools are available but aren’t utilized to the fullest in order to make the best pairing of creative with data targeting.

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