As part of our partnership with the TV Data Initiative, we're going to be showcasing video interviews with various consortium members where they will discuss the key issues surrounding the TV data ecosystem and the what they hope the consortium can accomplish

Here, TVSquared's Chief Strategy Officer, Bob Ivins makes the case for why we need new relationships, new business models and new distribution among other new ways of doing things in order to allow TV data to reach its full potential.

Bob Ivins: Well I always go back to that old quote, the Wanamaker quote, you know, "I know that half of my advertising works, I just don't know which half" and it's just really really sad. So in an environment where we're data rich we can start to solve for those things. And I look at the industry and I think there's a lot of waste out there. How many times do I see an ad that doesn't really have anything to do with me or how many times do I get recommendations from a streaming service that really aren't good for me? So I think the use of data to drive operational efficiencies, better consumer experience, better for the distributors, better for the media owners— I think it's out there but I think it's going to be it's going to be a data solution.

I think the reason that we joined up is because we realized we can't do this alone, it's going to require collaboration. As I said earlier, I think it's new data, it's new relationships, it's new business models, it's new distribution, it's "new" a lot of things, and to think that we can come in and try to solve this unilaterally would be ignorant. So I think trying to get a bunch of smart people in a room, much smarter than me, having a conversation about what does the solve look like, and figure out how to get there is really what this is all about and we're excited about participating.