Poor practices in ad tech have given data usage a bad name. However, using data for advertising is the only way forward. We'll have to be smarter as there's no going back to panels and guess work. But where ad tech meets broadcast there is a problem: The flow of data between broadcast and digital is not well established. Cookies are the standard tactic for digital but that doesn't exist on broadcast. Maybe part of the solution has been in front of us all along. It's not that we didn't see it; we've been staring at it on average five hours a day according to Nielsen. Ryan Reed (pictured above), Director of Innovation, TV/Video at Lotame -- a leading independent data management platform (DMP) -- thinks the television set itself can help connect the two media channels together.