About the report
The growing popularity of VOD services and the global shift to streaming is creating fantastic opportunities for broadcasters to become truly data driven. Detached from the legacy of the cable infrastructure, over-the-top (OTT) technologies have enabled the automated buying and selling of spots, which were previously only sold manually. The Internet-driven revolution has also resulted in the many opportunities linked to addressability and personalisation. Broadcasters are aware that understanding viewers’ digital behaviour is key to match the experience provided by the streaming platforms. Staying relevant means that publishers must build a comprehensive tech stack to harness the power of data as well as to effectively control and monetise their video inventory.
egta has designed this report to help its members as they consider the need to build their ad tech stacks. The document highlights the many ways broadcasters can benefit from data and innovation. It explores the challenges they are facing while navigating this complex ecosystem. It also explains the data and ad tech environment and how its different components can be put at the service of advertising. The report also focuses on advancements in the field of user experience.