Editor’s note: INMA’s Data Insights Conference explored the practical steps media executives should take now to leverage data for significant audience and revenue growth. This video is one in a series showcasing the most important messages from the conference.

“The whole goal at the end of the day is to empower sales teams and marketing teams to connect with these advertisers more effectively and more efficiently,” says Jed Williams, vice president of business development at Canada-based VendAstaLet’s not push product at them without knowing.... Let’s really satisfy the need that data has uncovered from us, and let’s do that in real time.

The bottom line?

“The new revenue here is really smarter revenue.”