CEO and founder of Trade Desk Jeff Green and NBCU’s chairman of advertising and partnerships Linda Yaccarino discuss the importance of television advertisers embracing the “new consumer” by creating data-driven choices that are more relevant during a panel at the Consumer Electronics Show in Las Vegas.

“The consumer is driving this change. What has been so frustrating about the leaders in the industry has been the acceptance of the status quo and the willingness of the industry to reflect that consumer behavior,” said Yaccarino.