Your point about OTT/CTV requiring full ad delivery hits at the core challenge for live sports programing. Platforms like The Trade Desk have been working on dynamic ad insertion tech that can handle these timing issues better than traditional server side stitching. The tension you identify between viewer experience and advertiser guarantees is exactly why TTD invested heavily in their Ventura platform for CTV. Premium inventory solutions that let publishers maintain contrl while delivering targeted ads could solve this without alienating viewers.
Thank you so much for your insight! This expands on the existing technical barriers and desired solutions from both publisher and advertiser POV.
Publishers might need to adopt more formats and styles of ads to make dynamic insertion possible, which in turn makes the product harder to sell/ deliver and harder for advertisers to adopt. I’m excited to see another step of evolution in the OTT/CTV space!
Your point about OTT/CTV requiring full ad delivery hits at the core challenge for live sports programing. Platforms like The Trade Desk have been working on dynamic ad insertion tech that can handle these timing issues better than traditional server side stitching. The tension you identify between viewer experience and advertiser guarantees is exactly why TTD invested heavily in their Ventura platform for CTV. Premium inventory solutions that let publishers maintain contrl while delivering targeted ads could solve this without alienating viewers.
Thank you so much for your insight! This expands on the existing technical barriers and desired solutions from both publisher and advertiser POV.
Publishers might need to adopt more formats and styles of ads to make dynamic insertion possible, which in turn makes the product harder to sell/ deliver and harder for advertisers to adopt. I’m excited to see another step of evolution in the OTT/CTV space!