The next step for online video data platforms will be to tap into better ways to find brand loyalists online, said Mark McKee, General Manager of online video platform firm Videology during an interview with Beet.TV at the ANA conference in NY. "The metrics don't necessarily equate to a sale…so yes, I can measure things but what does it mean?" he asked. Under the new name, the ad platform is more focused on working with a range of data providers for more refined advertising buys. "One thing that is clear is the idea of what digital can do to target and reach consumers who are loyalists to the brand or would soon be or like to be loyalists to the brand…it's the idea of targeting and using audience-based data to connect brands to individual consumers."Videology recently rebranded after having operated as Tidal TV.