RE: Boston Globe27 Feb 2021 17:07
It is clear that ad tech is finding revenues in CTV news and films amongst a plethora of streaming channels worldwide.
Viewers will be offered free viewing with adverts, or by subscription without, if that is what they prefer.
Some, like ITV have their own walled-garden 'Planet-V', an end-to-end VOD ad solution, where clients can self-serve ads into ITV’s VOD.
Like Google and Facebook, it’s a really simple self-service. It is a demand-side platform, a sell-side platform and an ad server all in one. It’s a programmatic platform, built specifically for TV, looking to avoid the weaknesses of the programmatic ecosystem.
The shift from broadcasting advertising to serving advertising is the ultimate aim.
Targeting can be introduced into the ecosystem, with many layers interacting.
It is early days yet though, apart from Sky and a few others.
Ad tech has a dynamic, competitive, exciting and rapidly evolving roll-out, it won't be a flash in the pan and will take many years to mature.
We are too busy looking and planning ahead to dwell on mistakes in the distant past.