Some interesting charts in this one, so just click through.
Clearly, as the article points out, people are trying to avoid ads, although
more targeted ads are avoided less. Not mentioned, is the growth of SVOD
services like Netflix, that have no ads.
Arlen links the new tools for programmatic ad buying to ATSC 3.0. This raises
questions about how a one way broadcast standards can be used with programmatic
services that rely on the user data that is available via cable and the unicast
streams offered by ad supported OVD services.
Years ago I suggested that in the future it would be possible to deliver
multiple ad streams in a break from which the receiver could select based on
zip code or demographic presets chosen by the viewer; or to cache ads in a
targeted receiver, to be inserted locally.
In essence, Visible World - discussed in the article - got started by
delivering multiple ad components in parallel, then having the targeted
receiver construct ads from these components.
On the other hand, maybe ATSC 3.0 will have a back channel for signaling, or
use a broadband connection to tie the receiver back to the source that is
broadcasting the bits...
http://www.tvtechnology.com/article/ad-tech-integration-shifts-expectations/275522
Regards
Craig
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