• by Wayne Friedman , Staff Writer, May 23, 2013

A future big data grab for marketers  -- and data companies -- is in collecting off-line data for advertisers. 

As an industry, "we are just scratching the surface,"  says Chris Scoggins, senior vp and general manager, DLX Platform for Datalogix, in speaking on a OMMA Data Driven Marketing panel.

In this regard, Scoggins says many of clients he works with  -- automotive and consumer products -- are changing their thinking. For those traditionally big TV marketers, "everyone now is a direct marketer."

Eoin Townsend, chief strategy officer of MediaMath, said: "There is a halo market around TV. But that market is fragmented. Everything we do from now on is going to be measurable."