Video: Ampersand's (NCC) Nicolle Pangis with Jack Myers on the Evolution of Data-Driven TV

In answer to Myers' question on how she sees the ecosystem around NCC, Xandr, Comcast and all the different players, Pangis has a clear vision as to where it's moving.  "I think there are several players … that are moving toward a data-driven, television universe," she says.  A key focus for her and the NCC team is centered around bringing the best of the digital world to the TV space while preserving and respecting those aspects of television that have made it such a preeminent brand building platform.  To hear more of Pangis' thoughts on the future of television, click here.

In a world where countless companies strive to be revolutionaries, Pangis believes in following the industry's natural evolutionary journey.  While there is significantly more television data readily available to today's companies, the mission for the industry is to find the most effective methods for utilizing these resources in a way that works for programmers, advertisers and viewers.  "We're in that learn and grow stage," she explains.  "We're not going to snap our fingers and suddenly have the perfect way to target advertising just because we have access to the data right now."  It's a process that requires time and patience -- both of which Pangis is willing to dedicate to NCC's future.

Click here to view the videoand watch Myers' full interview with  Pangis.  Her thought leadership insights and vision for the future of digital media include:

• How Pangis' experience as a pioneer in the digital space is influencing her work in the world of television,
• Why improvements and progress within advanced television aren't an overnight process and projections for the evolution of the addressable TV landscape in meeting brand needs,
• Details on NCC's communication strategy and earnest outreach to brand managers,
• Why Pangis feels, "Everybody has a mission in life.  You have to show that what you are doing is relevant and helpful to them" and how to "tie the world into a narrative because it's not just about media."

Hayley Virgil contributed to this article.

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