THERE IS STILL MUCH TO BE EXPLORED AND THE ANSWER WILL COME FROM TRIAL AND ERROR
and analytics on its own, you can take things up a notch by using integrated technology partners, like Iris.tv,” says Zype, promoting its own stack. “With this, you get concrete data on individual scenes in a video, and can use that to improve targeting and deliver a better ad experience to users.” With third-party cookies being phased out, many countries have started to enforce protection of personal private data. In Europe, streaming service providers must comply with GDPR and collect an explicit opt-in consent from end users. “That means supply-side platforms will not return any targeted ad if the IAB consent string is not collected and forwarded,” informs Karra. “In this case, non-targeted or default ads can be used, but this is a fallback strategy.” Playout solutions can offer drag-and-drop interfaces, similar to a video-editing tool, that make
it easy to create a linear, 24/7 channel and insert pre- and mid-roll ad breaks. To simplify and even automate creation of programming schedules, you can schedule or loop individual videos, playlists and programming blocks. That said, the evolution of FAST, as well as AVOD and ad-supported SVOD, is to move beyond content-based targeting to a personalised method. “There is still much to be explored and the answer will need to come from trial and error,” says Lazić. “In 2023, we should see many Tier 2 and 3 operators starting trials, following the success of early adopters such as SK Broadband and LG U+. We also expect investment from TV platforms such as Samsung, LG, Roku and Android TV in this area, plus ad-tech companies looking for market share, maximising revenue and testing how much further we can take targeted advertising.”
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