Over-the-top services and streaming platforms have significantly changed the way we consume content, offering a wide array of entertainment and media directly over the internet. With this transformation, a major concern has emerged: transparency on the way that user data is used for Dynamic Ad Insertion. John Maxwell Hobbs reports.
Dynamic Ad Insertion (DAI) refers to the technology that allows advertisers to insert ads into video content in real-time or on a user-by-user basis. Unlike traditional broadcasting where everyone sees the same ad, DAI can tailor advertisements based on the viewer’s demographic, viewing preferences, and even past behaviour. Here’s how it impacts both consumers and the industry:
For content providers and advertisers, DAI offers a more efficient use of ad space, potentially increasing ad revenue and allowing for more precise targeting. It also enables advertisers to measure the effectiveness of their ads in real time, adjusting strategies accordingly...
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In September, the media and entertainment industry will once again be heading to the RAI Amsterdam for the annual IBC event. The Content Everywhere zone remains at the heart of IBC’s coverage of the ever-expanding OTT and streaming scene, and this year spans Halls 4 and 5. The monthly Content Everywhere newsletter tracks companies in the streaming sector throughout the year, offering insights into latest trends and developments. As in previous years, the August issue provides an overview of what Content Everywhere companies hope and expect to see at IBC as they roam the show floors, attend conferences and meet their peers.
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