The group consists of members who are involved in the digital ad replacement of linear ads, also called DAI, Dynamic Ad Insertion. They aim to share insights, benchmark market practices, and collaborate on solutions to common challenges in measurement, pricing, and operational efficiency.
Meeting on 11/02 | See full agenda
- Objective : Establish a baseline understanding of DAI deployment across markets, share technical and commercial experiences, and define topics for future work.
- Format: Open discussion and benchmark opportunity between sales house having already deployed or invest currently in an addressable TV product, in all its forms
- Key discussion points:
- Measurement: Integration of watermarking and post-correction solutions to track replaced ads.
- Commercial & Pricing: Strategies for packaging addressable TV offers and achieving higher CPMs.
- Operational Efficiency: Interoperability between SSAI and client-side systems, standardizing data flows.
- Outcome: Agreement to conduct a survey capturing market differences (inventory, technology, ad replacement models, measurement practices) to guide subsequent community discussions.
- Next steps:
- Launch a survey to share with all members to map DAI practices and market characteristics such as audience measurement set up that can shape further development.
- Organise meetings to address the different angles (technical operation, measurement, commercial strategy)