Optimizing addressable advertising and other emerging channels is #1 priority among brands and agencies in 2021

  • Study commissioned by DISH Media, Cadent, Canoe, Comscore, INVIDI Technologies, LiveRamp, Verizon Media, ViacomCBS and WarnerMedia
  • 46% of brands and agencies in the U.S. look to optimize emerging channels in 2021
  • 100% have experienced at least one challenge implementing addressable at scale
  • Industry needs unified measurement standard, interoperability and enablement to drive addressable’s long-term success

NEW YORK, March 24, 2021 — A new study conducted by Forrester Consulting on behalf of leading players in addressable TV today found that while 100% of brands and agencies in the U.S. have experienced at least one challenge implementing addressable advertising at scale, 46% say optimizing emerging channels is their top priority in 2021. The study, “The Transformation of Television: Embracing the Era of Addressable TV,” was commissioned by DISH Media, Cadent, Canoe, Comscore, INVIDI Technologies, LiveRamp, Verizon Media, ViacomCBS and WarnerMedia.

The study confirmed industry assumptions that addressable will continue to grow in adoption, implementation and scale. However, it also unearthed high-level challenges the industry needs to overcome, such as operational complexity, lack of education and the need for interoperability across platforms.

The study uncovered actionable opportunities to increase addressable spend and help advertisers optimize addressable strategies, based on insights from brands and agencies.

  • Simplify buying and managing campaigns across suppliers (66%)
  • Increase scale (65%) and national footprint (64%)
  • Interoperability among MVPDs (74%); technology partners (93%)
  • Single measurement standard from media companies (92%)

More information about how participating companies are already acting upon these opportunities can be found here

“The study confirmed our belief that addressable has the potential to transform the industry, but also renewed our sense of urgency to create an aligned and open ecosystem of distributors, measurement platforms and media companies,” said Arrix, SVP, DISH Media. “We now know that the best way to scale addressable is to have widespread industry collaboration, so we must all rapidly evolve to help advertisers optimize addressable for years to come.”

To access the full study, including methodology, visit eraofaddressable.com.

To access a PDF version of the full study, click here.

Just because you can hypertarget doesn’t mean you should

Addressable media has been in use for over a decade and is expanding across broadcast networks and distribution platforms. While it is very tempting for marketers to use addressability to hyperfocus on their target audience, a better way may be to consider the complete consumer journey and then target media and message accordingly. Invidi media exec Michael Kubin explains.

We’re in the perfect storm of marketers using advanced technological weaponry fueled by enriched data. The result is hypertargeting, defined as reaching only those consumers meeting a threshold of interest or ability to purchase the goods or services advertised, to the exclusion of anyone else.

But perhaps marketers are going about it the wrong way? For example: only about three percent of American households are in the market for a car at any given time, so automotive advertisers appear to be wasting a lot of media dollars on consumers who aren’t going to buy one in the next few months. That’s why so many automotive advertisers target only auto intenders. But aren’t they missing the bigger picture?

The newest technology means addressable television and digital advertising now share data-based capabilities: data for targeting, data related to viewership, and data about consumer action. The proliferation of viewership across media types and delivery systems is daunting but advertisers can reach their audience wherever and however they are watching video, measuring results and improving effectiveness. Even though Google’s recent announcement deprecating the use of cookies presents a new challenge for ad targeting, it’s really more of a speed bump than a major hurdle.

We know the powerful combination of technology and data is able to put the right message in front of the right consumer. But it can also isolate product users into separate non-communicating groups. Referring to political advertising, Senator Mitch McConnell said, “We are drifting apart into two separate tribes with a separate set of facts and separate realities.”

But marketing politics and cars or toothpaste isn’t all that different. From the consumer’s point of view, most of the ads they see will reinforce already familiar buying patterns for goods and services. Consumers will increasingly be part of the Tribe of Toyota or the Tribe of Colgate.

Eliminating wasted reach cuts two ways

From the marketer’s point of view, it seems to be a dream come true: hypertargeting eliminates a tremendous amount of wasted media reach. Never again will marketers be haunted by John Wanamaker’s observation that only half of their advertising works. We’re actually at the point where it will all work, and demonstrably so.

This is good news, right? Well kind of, but not entirely.

Targeting only people who are in-market is a missed opportunity. It’s hard to fit brand-building into a hyper-targeted, hyper-measured short-term driven world. Put differently, marketers are measured and rewarded by the return on advertising investment of individual campaigns, by the sales generated directly by their ad dollars – the very bottom of the funnel. This ties into America’s addiction to quarterly financial results, which puts disproportionate pressure on sales today instead of brand-building for tomorrow.

The focus on short-termism damages more frequently purchased brands as well. If an advertiser only targets people interested in their product, at some point the prospect pool will run dry. Byron Sharp, author of How Brands Grow, believes the same hyper-targeting that creates “tribes” can lead to an over-focus on heavy users, whereas share growth comes from attracting new and low-frequency users.

Remember the acronym AIDA? It stands for awareness to interest to desire to action. With all the data and delivery technologies available today, marketers can target consumers at every stage of that journey with different media tactics as well as distinct messaging. The icing on the cake is that results can be gathered accurately and optimized at each stage and for each iteration of the campaign. That is where the bigger success lives versus just targeting smaller groups.

Taking the entire consumer journey into account

The consumer journey is a very useful road map for marketers, informing both media strategy as well as creative content. This is what a media/creative strategy might look like for a product in the consumer-packaged goods category:

To generate broad awareness, use national broadcast and cable to cast a wide net across age/gender/geography. Creative content highlights the product’s main selling points and includes a response mechanism such as a website or a phone number, offering a coupon, or additional information, or a dealer locator. Responses are collected and analyzed to define the most responsive target group and create look-alikes, which then populate the next stage.

Targeting interested consumers still uses a wide net, though considerably narrower than the top of the funnel. Reach look-alikes through both national and local addressable television as well as online video, which offers similar targetability. Databases of consumers likely interested in this category add to those already targeted. Commercial creative content should highlight a longer list of product benefits. Continue using response mechanisms, which further refine the target audience into those who are at the point of making a purchase decision.

The funnel narrows considerably at the decision point, so commercial content should include the product’s benefits versus competitors’. Since at this point the target audience is very well defined, media selection is predominantly local addressable television plus online video and display advertising.

Finally, we’re at the action point, the bottom of the funnel and the place where the consumer should be ready to pull the trigger. The target audience is derived as a result of optimizing on the characteristics of the “decision” group, above. The creative focuses on immediacy: Reasons to buy now may include a price incentive or other motivators to make the purchase. Media selection is very tight: any medium that can ingest and deliver consumer-specific data. Results are gathered and analyzed to define this group of product purchasers; look-alikes are added to the top of the funnel for the next iteration.

All told, addressability in all its forms is the newest and most powerful weapon in the marketer’s arsenal. But like any weapon it can either be used to great effect, or its potential can be misused and diluted. Knowledge and training in its use is essential to unlocking its potential.


By Michael Kubin, executive vice president of media, INVIDI Technologies
Originally published on The Drum.

INVIDI Technologies Receives Technology & Engineering Emmy® Award For Enabling DirecTV and Dish Network Ad Sales to Local Markets

Princeton, NJ – February 3, 2021

INVIDI Technologies, the global leader in addressable television, received a Technology & Engineering Achievement Emmy® Award from The National Academy of Television Arts & Sciences (NATAS) for “Development and Pioneering Deployment of Synchronized Local DMA Advertising Capability for DBS/MVPDs.” It is the second time INVIDI’s technological achievements have been recognized with an Emmy Award.

INVIDI’s important advertising and addressable television industry invention expands the addressable advertising footprint by as much as 20% through the addition of DBS (Direct Broadcast Satellite) homes to the local advertising sales market. This creation allows DirecTV and Dish Network to participate in local interconnects, which further benefits the local cable ad sales organizations as well as their advertising clients.

INVIDI’s award-winning technology connects satellite video delivery systems into the local DMA sales channels controlled by the cable operators using its addressability capability. This permits the local DMA schedule to run only in that specific DMA on the DirecTV and DISH delivery systems. In turn, local advertisers can reach viewers on those platforms in the same way they reach viewers on Comcast, Cox and Charter.

Local cable ad sales teams are able to take orders, transmitting the schedules to INVIDI’s software which “converts” them into geographically targeted spots set to run on a particular channel at a particular time. Subsequent to airing, the “as-run” logs for satellite systems are then generated and sent back to the original cable operator for reconciliation and billing.

“We are very proud to receive our second Emmy® Award for technological achievement,” said INVIDI’s co-CEO and Global CTO Bruce Anderson. “From our inception we have built a world-class engineering team whose sole charge is to build systems that excel at serving the needs of addressable television distributors. This in turn benefits every other component of the addressable ecosystem: programmers, advertising agencies, media companies and television viewers.”

INVIDI shares this prestigious Emmy® Award with Ampersand, Comcast, Charter, Cox, AT&T and Dish Network.

The Technology & Engineering Emmy® Awards are awarded to a living individual, a company, or a scientific or technical organization for developments and/or standardization involved in engineering technologies that either represent such an extensive improvement on existing methods or are so innovative in nature that they have materially affected television.

About INVIDI Technologies
INVIDI Technologies is a global technology company jointly owned by ATT, Dish Network and WPP. Founded in 2003, INVIDI pioneered the development of addressable television, first in the United States and then globally in Europe, Latin America, Asia and Australia. INVIDI’s proprietary technology is able to provide true addressability on both local as well as programmer advertising inventory on all MVPDs (cable, satellite and telco) as well as via online television distribution.

About The National Academy of Television Arts & Sciences
The National Academy of Television Arts & Sciences (NATAS) is a non-profit service organization dedicated to the advancement of the arts and sciences of television and the promotion of creative leadership for artistic, educational, and technical achievements within the television industry. It recognizes excellence in television with the coveted Emmy® Awards for News & Documentary, Sports, Daytime entertainment, and Daytime Creative Arts & entertainment programming, as well as achievements in television Technology & Engineering.

INVIDI expands Programmer Addressable Advertising with DIRECTV, adding to its existing partnerships with DISH Media and Adcuratio

Expansion of pay-TV provider and programmer national addressable footprint creates critical mass necessary for rapid advertiser adoption

New York – September 15, 2020

Adcuratio Media and INVIDI Technologies announced today that DIRECTV (part of AT&T) and INVIDI have entered into an alliance with Adcuratio to build one of the largest platforms for national addressable inventory across network cable and broadcast. DISH Media has also joined with Adcuratio, which has programmer partners including A+E Networks, FOX Corp and ViacomCBS. The new agreement significantly expands the distribution footprint and national network inventory available for ad-versioning addressable television across all DMAs.

Adcuratio’s neutral technology platform and relationship with distributors (DISH Media, DIRECTV), technology providers (INVIDI) and national programmers (A+E Networks, FOX and ViacomCBS) has helped define, build and deploy independent technology innovations across participants while integrating them through a common platform with standardized workflows and interfaces. Adcuratio’s technology delivers on the long-awaited promise of addressable ad-versioning on national commercial time.

Satellite providers DIRECTV and DISH Media, who leverage INVIDI’s most proven linear addressable technology platform, are the industry’s broadest-scaled national linear addressable players with a footprint covering all DMAs. By partnering with both, Adcuratio expands the ability to activate more national linear addressable inventory, going beyond just on-demand to support linear addressable at scale.

A+E Networks, FOX Corp and ViacomCBS are pioneers who have helped the alliance co-invent and implement ground-breaking innovations enabling addressability on cable and broadcast networks. They have helped Adcuratio and each of its partners achieve industry firsts, from a pilot of ad-versioning campaigns on DISH, A+E and FX in 2018, to the full-scale commercial cable launch and broadcast tests of ad-versioning in 2020.

“Our plan has always been to scale the local-break addressable business via our national sales force to a sufficient level of maturity, which we have done, and now are more than ready to enable the programmers’ national minutes,” said Jason Brown, who leads national sales efforts for DIRECTV’s addressable TV business. “Programmers’ advertising teams no longer have to be selling a single spot with the same creative to all households.”

“We are thrilled that advertisers will be able to execute across multiple distributors on programmer-owned inventory from A+E, CBS and FOX, creating single-buy scale and ease of execution for media planners and buyers,” said Kevin Arrix, SVP of DISH Media. “This development will also provide combined back-end reporting across distributors and programmers, which is critical in driving addressable TV advertising to the next level.”

“A+E Networks continues to be a leading advocate for actionable solutions on a national basis, leveraging great content, smart technology and valuable audiences to deliver positive outcomes for our marketing partners,” said Peter Olsen, President, Ad Sales, A+E Networks. “Our industry leading work in live linear addressable with Adcuratio allows our advertising/marketing partners to align their messaging against our audiences’ consumer journey, further maximizing the value of their investments on A+E Networks. We are excited as this opportunity scales.”

“ViacomCBS is proud to be at the forefront of addressable advertising, including our transformative work with Adcuratio,” said Mike Dean, Senior Vice President of Advanced Advertising at ViacomCBS. “TV remains the best place to drive brand awareness, and this important expansion further enables our ability to deliver tremendous scale, deeper engagement and greater effectiveness for our advertising partners in the live viewing experience.”

“Advertisers continue to recognize that television remains the best platform for reaching a mass audience in a premium environment.  This is a positive development for our clients, and we’re excited for a growing footprint to deliver new ad insertion capabilities that are audience driven” said Dan Callahan, Senior Vice President, Data Strategy and Sales Innovation at FOX Corp.

INVIDI EVP of Media Michael Kubin said “Having pioneered the business in 2003, today INVIDI is the global leader in addressable television. National programmer minutes have always been on our road map, so we’re excited to participate in this kickoff with DIRECTV and Adcuratio. We’ve been working with DISH Media, Adcuratio and A+E in launching national addressable minutes; now marketers can benefit from the greatly extended reach to send the right spot for their goods and services to the right audience. Addressable television has worked exceptionally well at the local level, now that success will extend to national programmer availabilities as well.”

“Adcuratio provides end-to-end tech and workflows to the value chain across advertisers, agencies, networks and MVPDs through its three product offerings: Adcuratio campaign platform, Adcuratio orchestration platform and Adcuratio enablement SaaS. By bringing the precision of household addressability to national commercial inventory, our platform delivers significantly increased value to an advertiser’s TV investments. The addition of DIRECTV to this alliance takes it to the next level,” said Chris Geraci, CCO, Adcuratio Media.

About Adcuratio

Adcuratio provides end-to-end tech and workflows to the value chain across advertiser, agencies, networks and MVPDs through its three product offerings: Adcuratio’s campaign platform provides the advertiser an automated self-service suite to design, execute and optimize campaigns using multiple data providers across multiple networks and MVPDs. Adcuratio orchestration platform provides the MVPDs and networks a unification platform which auto-connects and automates workflows across all Adcuratio’s partners. Adcuratio enablement SaaS provides each MVPD and each network at no-capex with the necessary tech innovation customized to their infrastructure and processes to enable national addressability without forcing an expensive conversion to a single technology standard, (e.g., a co-developed out-of-band signaling solution with ViacomCBS for Broadcast addressable). www.adcuratio.com

About INVIDI Technologies

Founded in 2003, INVIDI pioneered the development of addressable television, first in the United States and then globally in Europe, Latin America, Asia and Australia. INVIDI’s proprietary technology is able to provide addressability on both local as well as programmer advertising inventory on all MVPDs (cable, satellite and telco) as well as via online television distribution. For additional information visit www.invidi.com

INVIDI Technologies extends successful relationship with Tata Elxsi

Bangalore – Originally posted Aug.03,2020 on www.tataelxsi.com

 INVIDI Technologies and Tata Elxsi today announced an expansion of their relationship to bring addressable television capabilities to pay TV operators in India, Asia-Pacific and MEA.

INVIDI Edge™ is a market-leading combination of single view addressability across both OTT and linear TV audiences, providing a one-stop solution for pay TV operators and premium video publishers. INVIDI Edge™ supports all premium video distribution schemes: satellite, cable, IPTV, AVOD, OTT.

INVIDI Edge™, INVIDI’s patented addressable television solution, is uniquely able to work in the satellite distribution environment on non-connected set top boxes, which in India represents the largest segment of pay TV boxes. With over 160 million subscribers, India is one of the world’s largest pay TV markets.

As linear advertising revenues remain under pressure due to the increasing shift of advertising spend to digital platforms, pay TV operators in emerging markets like India, Asia-Pacific and MEA regions can now offer their broadcast partners targeting and addressability, thus increasing revenue potential.

Tata Elxsi has been at the forefront of enabling digital transformation for leading pay TV operators and media companies across the world, helping them develop, integrate and manage innovative services and applications that deliver new revenue streams and great viewer experience.

“With seamless audience addressability across Linear TV and Digital OTT platforms, the INVIDI Edge™ Solution has been widely deployed in the North American and European markets. Tata Elxsi, with its deep technical expertise and domain knowledge in the broadcast and pay TV market, is an ideal partner to support and accelerate our deployments in these developing markets,” says Prasad Sanagavarapu, INVIDI’s Senior Vice President, Corporate Development, Emerging Markets.

“Targeted and addressable advertising represents new untapped revenue streams for pay TV operators, especially in emerging markets. We see this Centre of Excellence as an organic and natural extension to our existing and successful five-year relationship. It will help combine the benefits of INVIDI’s market-leading technology and Tata Elxsi’s deep solutioning and integration expertise, with proximity and ease of post-deployment support to ensure operator success in India as well as the larger Asia Pacific and MEA regions” said Nitin Pai, Chief Marketing Officer & Chief Strategy Officer, at Tata Elxsi.

About Tata Elxsi

Tata Elxsi is amongst the world’s leading providers of design and technology services across industries including Automotive, Broadcast and Media, Healthcare, and Telecom. Tata Elxsi works with leading Pay TV operators and MSOs, content providers and studios to develop, deploy and manage innovative services and applications that create subscriber stickiness and drive revenue growth. This is backed by over 25 years of design and engineering experience and deep specialization in video and OTT engineering and service delivery and a global delivery presence.

“The Coolest Thing We’ve Ever Done!”

INVIDI Has Cross-Screen Buying Platform Called EDGE.

LONDON –   Originally posted Dec.10,2019 on Beet.tv.

A year after acquiring the former Videoplaza video ad technology from its latest owner, ad-tech firm INVIDI says it has launched a new software suite, aimed at uniting the disparate worlds of advanced TV advertising.

In December 2018, INVIDI, which is owned by a consortium of groups, acquired Pulse, the technology of the former Videoplaza, which was acquired by Ooyala, which in turn had become owned by Australian operator Telstra.

“Since then, our board of AT&T, DISH Network and group WPP authorised us to create a new product which we call INVIDI Edge,” says INVIDI CEO David Downey in this video interview with Beet.TV.

He calls it: “The first product of its type  … (a) software interface that takes linear television, interfaces it with OTT and mobile. That product was delivered here just a few months ago.”

For full video interview click here.

 

Downey says Edge is responsible for “tens of millions of dollars”, allowing advertisers to control the reach, frequency and separation of their ads across linear mobile, OTT or ad-supported VOD channels.

It is the latest video tech platform aiming to satisfy advertiser demand to buy campaigns in an integrated fashion across the array of new video screens.

“I’ve introduced this into Australia, Thailand, China, throughout Europe, United States,” Downey says. “This is the defining product for us because. To bring all the platforms together into one seamless interface is the coolest thing that we’ve ever done

“From our perspective, the consumer doesn’t really think about linear TV or digital TV or OTT, they just want to watch video.”

New Jersey-based INVIDI helps advertisers serve household-targeted ads in to TV streams in the two minutes per hour of programming available to MVPDs. But it is also gaining traction overseas, where operators have fewer restrictions, with a launch to support Liberty Global’s Belgian broadcaster Telenet and channel owner SBS Broadcasting.

This video was produced in London at the Future of TV Ads Global forum in December 2019.   This series is sponsored by Finecast, the global addressable TV agency of WPP.   For more videos from the series, please visit this page.

These Are The Supply-Side Ad Servers Trying To Win The Next Generation Of TV

Television advertising is getting smarter. And the smartest companies in digital advertising are coming for TV.

That means a royal rumble is playing out over who controls the ad serving for data-driven TV campaigns.
AdExchanger looked at the TV and video ad serving landscape, where broadcasters and digital ad platforms like Google and Amazon fiercely compete with each other and with a new set of OTT and CTV players.

Comcast’s FreeWheel

Comcast’s FreeWheel is the broadcast ad serving incumbent, with clients like Viacom, Fox and Turner.

FreeWheel has a supply of broadcast network inventory that it can enhance with data-driven targeting because the audience comes from set-top boxes, like recorded or on-demand shows, OTT apps or desktop and mobile streams.

FreeWheel serves about half of its inventory to TVs, either via an OTT device or video on-demand (VOD). And it plans to get into linear ad serving, said James Rooke, general manager of FreeWheel’s publisher business.

The clients testing FreeWheel’s next-gen ad server products are also Comcast subsidiaries: NBCUniversal and the internet and entertainment package Xfinity X1. NBCU is the first programmer to test FreeWheel’s linear ad planner, which reorders TV commercial breaks based on its ad server logic, Rooke said. With X1, FreeWheel is testing dynamic ad insertion in live TV feeds.

While some networks are unwilling to hand the reins to Comcast-owned FreeWheel, other legacy TV rivals increasingly see themselves as allies in a larger fight with digital platforms.

For instance, television ads lose credit to search and digital media because TV is seen as top of the funnel branding, Rooke said. As a Comcast company and an ad server primarily for TV networks, FreeWheel shares the broadcaster perspective on attribution, he said, whereas Google, FreeWheel’s chief ad-serving competitor, benefits from TV’s disadvantage.

“The reason we have the client base we have and why we’ve defended it successfully against Google despite them being such a considerable force is that our incentives are aligned with our client base,” Rooke said.

Google Ad Manager

The 800-pound gorilla of digital advertising is taking on a new jungle.

YouTube, which can only be bought with Google tech, gives Google a head start. YouTube accounts for 10% of all online video streaming, ahead of Amazon or Hulu, according to Nielsen data, and Google Ad Manager (GAM) already serves a lot of mobile video ads.

Google has also steadily added more broadcast inventory to its supply-side video ad server, with network clients like CBS, Lifetime, and Disney, which it poached from FreeWheel last November.

Snagging Disney was a coup, but many industry insiders mark it with an asterisk since Disney had just resolved bitter duels with Comcast over the acquisitions of Sky TV and 21st Century Fox.

But Google still makes a compelling pitch to broadcast media because it can bundle data, cloud services, analytics and ad serving across video, display and search.

Disney and 21st Century Fox, which is now owned by Disney, were early Google Cloud customers and beta partners for Ads Data Hub, Google’s cloud-based audience platform. Entertainment studios spend heavily on search ads and on YouTube, targeting people looking up nearby movies and watching trailers. This allows Google to package the GAM ad server into much larger deals around cloud infrastructure and marketing analytics.

INVIDI

INVIDI works with TV networks and multichannel video programming distributors (MVPDs), including AT&T’s DirecTV, Dish Network and Verizon Fios, to target ads via satellite TV services and set-top boxes.

Those MVPD pipes allow networks to dynamically insert commercials during a linear TV feed. It’s an important way for MVPDs to generate value for TV networks they carry.

“The networks need MVPDs to make audiences addressable and us for the technology to make that work,” said INVIDI EVP Michael Kubin.

INVIDI has a leg up with MVPDs because it’s co-owned by AT&T and Dish. Its third co-owner is WPP. But INVIDI is “strictly a technology company,” Kubin said. Advertisers need TV networks aggregated to de-duplicate audiences and control for frequency, he said.

An MVPD like Verizon Fios could have competitive concerns about using an ad server co-owned by two rivals. But on the other hand, INVIDI’s main competitor in linear TV ad insertion is Visible World, which is owned by FreeWheel.

Hulu

Hulu has a proprietary ad server that controls its owned supply.

Connected TV inventory is supply constrained, and ad-free subscriptions are still growing fast. As one of the few scaled programmatic OTT sources, using its own ad server is a “key strategic advantage” for Hulu, said Doug Fleming, head of advanced TV.

Hulu operates an ad server without delving too deeply into programmatic because it has a unique deal with Telaria, its exclusive SSP. Telaria handles the programmatic ecosystem plugins, Fleming said, like viewability and brand safety verification or audience segmentation and measurement across other media. Hulu has only approved eight DSPs, so it keeps a tight rein on the entire supply chain.

Hulu’s ad server isn’t the largest, but it may be the most keenly scrutinized. Hulu has scale and a powerful backer in Disney, its majority owner (Comcast has the minority share). But most importantly, Hulu allows auction-based bidders to compete with direct sold advertisers.

Programmatic buyers want to advertise on real TV shows. And broadcasters would love to see Hulu’s programmatic CPMs outrun direct ad rates, since it would help TV prices across the board.

“For us it’s critical we don’t prioritize direct sold over programmatic,” Fleming said.

Amazon

Unsurprisingly, Amazon is like a shark lurking below the ad server industry.

Amazon was a contender with Google when Disney reviewed ad servers last year, two sources with knowledge of the process told AdExchanger.

And even without broadcaster clients, Amazon has quickly created more OTT and video supply for itself. Last October, the terms of service for Fire TV publishers were updated to require 30% of all ad impressions go to Amazon. It also dropped the popular ad free subscription tier for Twitch, forcing more ads on video game streamers. In January, Amazon launched Freedive, an ad-supported OTT channel operated by IMDb.

“I haven’t seen (an Amazon video ad server) in market but no doubt they have the capability,” said SpotX CEO Mike Shehan. “It would be a long-term concern for any media competitor to expose their inventory like that, since Amazon owns the platform via Fire TV, has its own content and has the audience data and consumption side with the marketplace.”

The hopefuls

Broadcast networks and tech companies like Google and Amazon take most of the video ad growth, but there’s room for other aspirants.

Telaria soft launched an ad server last year. And SpotX, the ad tech company owned by RTL Group, Europe’s largest broadcaster, launched a supply-side ad server last year as well. But those companies mainly work with smaller video players, like digital-first publishers trying an OTT app or ad-supported OTT channels like fuboTV and Pluto TV.

Nielsen is another potential ad server for the next generation of TV. The ratings company acquired the content recognition firm Gracenote in 2017, and uses the product for dynamic ad insertion in smart TVs. And in February Nielsen acquired Sorenson Media, an ad server for smart-TV manufacturers and media companies with streaming content, including Hearst, Sinclair and AMC.

Nielsen hasn’t made waves as an ad server yet, and would have to juggle that business with its core TV ratings and measurement – the referee typically doesn’t enter the game. On the other hand, Google, Amazon, AT&T and Comcast combine media and measurement, and the dollars seem to follow.

Innovid is a 12-year-old video ad server that’s focused primarily on YouTube and digital media companies, but streaming channels like Roku, Xbox and Apple or Amazon OTT apps are the fastest-growing part of the business, said co-founder and CTO Tal Chalozin. A third of the company’s supply now comes from set-top boxes, smart TVs or OTT devices.

Marketers will need all the entry points they can get to CTV and OTT, SpotX’s Shehan said.

Xandr has an open exchange right now, but could relegate WarnerMedia inventory to all but its own DSP, he said, like Google does with YouTube. And Disney could also create a walled garden platform for its media.

Originally published on adexchanger.com

INVIDI’s COO, Bruce Anderson to speak at 2019 NAB Conference

Cross Platform Addressable Advertising – Today’s Opportunity

With today’s expanding distribution options, Programmers, Networks and Station Groups have the opportunity to maximize the revenue potential of their advertising inventory. New technology unlocks additional revenue opportunities from addressable advertising. Today, this full activation of inventory for Ad insertion/replacement across all platforms – OTT, Smart TV or Addressable TV on set top boxes – is completely within reach.
Our panelists represent a number of key players in this new ecosystem and will shed light on how this new technology is being adopted.
Anyone who is interested in increasing Ad revenue should plan to attend this must-see session!

To view original post at NABShow.com click here.