Boosting addressable TV monetization with OMID-certified inventory

[00:00:03 – 00:01:27] John Moulding: Well, welcome to this webcast, which is powered by The Media Leader, which is part of AdWanted Events. Today we’re talking about how we increase the value of addressable TV advertising inventory when streaming linear content using server side ad insertion. And we’re going to hear about how DPG Media have already achieved this, using, open measurement SDK with client side measurement. So during the next hour, we’ll be hearing how DPG Media have improved their measurement signals for media buyers. Whether they’re buying programmatically or direct. And we’ll hear about the impact of that. We’re also going to explain what open measurement SDK is and where it fits into the measurement and streaming landscape. And most of this discussion will be panel based. At the start we will have a presentation by Caretta Research. They’re going to share some insights on what they believe is an opportunity for broadcasters and other streamers as well. So take a greater share in the performance advertising marketplace. We are live. So if you have any questions for us today, we’ll be stopping at least once and probably twice for audience questions. On your console, you can probably see at the bottom the zero live, icons, one of which is for questions such as open up file for question to us. We’d love to hear them. We’re going to ask you one question as well. We have an audience poll, which is really just to see your own involvement around measurement and tracking over the next year.

[00:01:27 – 00:02:35] John Moulding: So I’ll publish that later. But when I do, if you can just respond to that. Now we start with this. We also have some, some resources. So again, if you look at those icons, there’s one that looks like a text document and that will lead you to a white paper about the, next generation addressable advertising. And there are also some links that give some extra information regarding some of the answers you’ll hear today. There’s also biographies for all of our speakers as well, but I’m going to introduce them now anyway. So, first of all, we have Maarten Schoonvliet, who is Video Ad Tech Manager at DPG Media. So hi there Maarten. We have Christophe Kind, who is Partnerships and Market Development Lead for castLabs, Marija Masalskis who is, Research Director at Caretta Research, and Phil Harrison, who is Senior Product Manager at AWS. So a big welcome to all of you. Okay, so I think we’ll start with you then, Marija, because you’ve got six really interesting slides that you’d like to show us. So I’ll just line you up with your first. And if you know when you want to change them and, I’ll let you lead for the next seven or so minutes.

[00:02:35 – 00:03:56] Marija Masalskis: Thank you, John, and good afternoon, everyone. For those of you are familiar with, Caretta Research, we are a market data and consulting company specializing in media, broadcast and advertising technology. Let’s move to my first slide. John. I’d like to start our discussion on boosting addressable TV monetization by outlining key trends that will shape the competitive landscape of TV advertising in the coming years. It is clear that streaming, both subscription and ad funded, has fueled global TV growth for the past five years. This growth is starting to naturally slow down, particularly in the AVOD and FAST segments, as major global streamers have significantly raised ad inventory availability. First, in the US and now in global markets, we are now actually at an inflection point where CTV or streaming advertising market, and I’m using this terms interchangeably. This market is moving out of the face of inventory scarcity and into oversupply. What this means is that broadcasters and streaming giants like Netflix and Disney Plus, nothing stronger. Competition for brand budgets and must look to new sources of ad spend. Then the performance matches and new advertiser types, including small and medium sized businesses. And these importantly, broadcasters of streamers are not just competing with each other.

[00:03:56 – 00:05:19] Marija Masalskis: Let’s move on to the next slide, please. Talent CTV platforms like Roku, Samsung, LG and smaller players such as Titan OS and whale OS have emerged as key competitors in this space. You can see an example here of a highlights campaign running on BGR platform, which of course is now owned by Walmart. These platforms not only offer their own streaming services, offering fast channels, but also provide advertisers opportunities to reach consumers before they’ve even began watching content. This campaign is a homescreen campaign that you can see here on the slide, but there are also other types of UI ad formats city platforms can offer, and the increasingly opening them up not just to entertainment brands, but also to, consumer goods and other types of advertisers. A critical point is that all CTV platforms have consistently emphasized user data in their offerings. This is particularly significant for performance advertisers whose campaigns are heavily focused on which you can give me just business outcomes. This data capability will be further amplified by the second key trends in advertising the rise of retail media. You’ve likely seen some impressive figures regarding the scale of retailer advertising business. Amazon alone generates about 50 billion in ad revenue, and that’s approximately 10% of the total market.

[00:05:19 – 00:06:45] Marija Masalskis: If retail media captures a similar share of the 7 trillion e-commerce market, it will have a profound effect on the global advertising industry. However, perhaps the most significant impact of retail media is the data that it brings into the advertising system. If we could move on to the next slide, retail data enables closed loop attribution in a fully actualized scenario. This allows brands to track the entire consumer journey, including multiple ad exposures all the way to purchase, whether online or in-store, and optimize compliance campaigns on the fly. Moving on to the next slide. The real potential of closed loop attribution isn’t just about ad exposure within a retailer’s environment, such as Tesco, the GK, or the high as it should be. The real revolution happens when we integrate TV screen advertising into this equation. Amazon has achieved this within their own ecosystem, with Prime Video and Fire TV completing this flywheel and closed loop attribution. Walmart is attempting to replicate this with their acquisition of Vizio. However, for most retailers, they will need to form partnership with TV media owners. At the same time, TV media owners need to invest in their technology infrastructure to engage as equal partners in this data driven performance advertising market.

[00:06:45 – 00:09:11] Marija Masalskis: And we already see this reflected in media and ad technology spend. If we move on to the next slide. Accurate research. We have a comprehensive data on the vendors, the products and the buyers in over 80 media, broadcast and advertising technology segments with track deployments. And we provide market sizing and vendor market shares in each of these segments. On this slide, I have floated the revenue of technology vendors by segment in 2024. Against their compound growth over the last five years. You will see the core elements of, broadcasters ad tech stack highlighted in red. And you will notice that all of them are in the high value, high growth area. Let’s move on to the next slide. Zooming in on those, areas of, broadcast to ad tech stack. Digital ad service lead in terms of the compound growth rate, at almost 25%, they have been growing content over the ad volume. I would also like to highlight, two segments that are crucial for addressable TV advertising. First of all, city measurement. In our taxonomy, this includes a broad range of products from assortments of currencies to the ability and fraud measurement. This segment generated the 2.5 billion in revenue globally last year. And dynamic ad insertion. The other critical component of addressable to the. I’m sure you’ll hear a lot more about the application and the importance of this from my fellow panelists. So this segment is also a very high growth area at nearly 12% compound growth over the last five years. You can also see robust high single digit growth in ad sales and traffic system. Whether you’re talking about enabling the, excuse me, enablement of your traditional TV ad sales and traffic adults, or if we’re talking about digital first internal this supply side platforms and CTV self-serve platforms. What is clear is that broadcaster streamers will need to keep spending in this areas. The ad tech stack will be a critical competitive differentiator is performance budgets, gets you links to TV advertising growth. With that, thank you. As for my last slide, I do hope this overview of key trends provides valuable context for our panel discussion, and I’m eager to dive deeper into the opportunities and challenges of addressable TV. I’ll hand it back to you, John.

[00:09:11 – 00:09:42] John Moulding: Thank you Marija And that was great stuff. And we will come back with some questions to you later in the discussion, just to try and dig a little deeper on some of that. So before we get on with the main discussion, just a reminder that we can take questions any. So if you have any fire away we have our first break at about the half hour mark. But before we do that, this just gets, gets the sort of lowdown on DPG Media. So, I mean, Maarten, tell us about DPG Media. And also your addressable TV offer to the market.

[00:09:42 – 00:11:51] Maarten Schoonvliet: Hi, John. Hi, everyone. Well, my name is Maarten Schoonvliet. I work at, DPG, DPG Media as a tech, video manager. DPG Media is a leading media company in Belgium and the Netherlands. We own and operate lots of, media brands. In Belgium, we are especially known for our linear channels and also for our video inventory. We have, lots of VOD platforms that are Hulu, like Netflix, like, and we created something that is called, Trusted Web, which is actually our digital, ecosystem where we try to, have this direct relationship, that we have with our users, the accounts that we create, in a privacy way, in, in, an in transparent way. We try to put that into a differentiator in the market, for customers, and especially for our interest TV. This is really important, that you have this direct relationship with your users. We had a social demo. We had, behavior in the past, and now this year. And it’s really nice to see this in the presentation of Marija. Also, we added the retail data to our, this will, offer and also ways of, of of linking your, your, CRM data, you know, in a privacy way, with our account data. So, actually, I think if you look at the trends that Marija was, was, presenting, we are we’re following that, we’re really trying to innovate in the space. Making sure that we, we stay ahead of competition where we can and challenge big tech, where we can. I think that that’s that’s kind of what we want to offer to our customers is that if there’s anything video related TV related in, in, and we can offer this then that we specially want to be able to do that.

[00:11:52 – 00:12:10] John Moulding: Thank you. Okay. Thanks, Maarten And we’ll come back to you later as well with some more detailed questions as well. So, Phil, tell us about AWS. I mean, I’m sure most people are aware of what you do anyway, but for anyone that doesn’t know, just talk us through it quickly. And your role in enabling the addressable TV advertising market.

[00:12:10 – 00:13:18] Phil Harrison: So, Thanks, John. Good afternoon everybody. So maybe just taking one little step back. There’s AWS and then there’s AWS elemental. And so elemental was acquired by AWS back in 2015 I believe, and really has a portfolio of products that does video processing. So it gets, you know, live streams from a stadium into a city really gets linear programing out of your head and into iPhones, etc., etc.. I’m the product manager for a, component of elemental, called media tailor. And that really sits at the intersection between that video tech world and then the ad tech world, and we perform, as Marija pointed out a bit earlier, the dynamic ad insertion. So we will take that ad result from your ad tech ecosystem and insert it into the stream on a like 1 to 1 basis. So it’s personalized for every, every viewer. And so that is how the mechanism to deliver addressable TV is really performed. By media. I mean, media tailor.

[00:13:18 – 00:13:25] John Moulding: Okay. And in terms of this market for addressable TV, for media owners, how do you see that developing in the next few years? Phil?

[00:13:25 – 00:14:56] Phil Harrison: Yeah. Great question. Marija really covered some of the challenges, I suppose, when it comes to, inventory supply and how that’s increased. Over the years, we have noticed, at least in North America, that the demand has been fairly strong. Like 2024 saw an increase in CPMs despite that huge increase in, inventory. With that being said, yes, absolutely. The opportunity space is now more around differentiation as a publisher. So some of the things that we are working on with publishers is around kind of maximizing the lifetime value of your customer base, the acquisition costs to get a subscriber to your platform or a view, you know, an ad supported viewer onto your platform is relatively high. And so you want to make sure that you are keeping those viewers engaged and ensuring that they stick around long enough to get the full, load that, that, that you can benefit from. One other thing I will say is around, interactive ads and shoppable ads and that sort of thing is, as Marija pointed out, that’s another huge piece. Right? So moving from just simple addressable TV into the world of interactive, where you can, you know, click to add to cart from the from the main screen. That that is another huge, area of opportunity because it intersects quite nicely with the performance. Buying from a lot of our media agencies.

[00:14:56 – 00:15:21] John Moulding: Okay. And that’s quite a nice segue for Marija to sort of talk a little bit more about some of her slides and, I mean, some some of it’s a good chunk of that presentation. Offer some performance opportunity, Marija. And I know that you’ve previously written about broadcasters trying to get small, medium businesses and get them as part of the big advertising opportunity. So, so, so tell us more about that and where addressable TV fits in.

[00:15:21 – 00:17:38] Marija Masalskis: Thank you, John. It’s a great question. And first of all, a very important aspect of CTV and streaming growth as been the fact that, this medium is so attractive because it marries the immersive experience of TV and the technological capabilities of digital reporting, measurement, targeting, in other words, adjustability. And this allowed CTV to tap into new sources of ad spend, not just pull away budgets from traditional TV campaigns. So that means it’s been a non zero sum game with your traditional TV. And it’s very important to preserve that growth coming from additional sources. Also wanted to send that this wasn’t to a level. So first of all there is this net new type of advertiser joining the TV ad market, the small and medium sized businesses they did not previously meet campaign speed thresholds of traditional TV. But now with addressable campaigns, they can be part of the ecosystem. And these types of small advertisers were actually a fundamental driver of growth for Google, for meta, for Amazon and also TikTok. Biggest US broadcasters, Disney and B.C., Comcast with their universal Ads initiative, they have already placed a major bet on scaling spend from such advertisers to self-serve platforms, and I think we’re going to see more of that in the coming years from broadcasters around the world. Secondly, CTV also taps into new budgets within big brands who can now use TV screen for campaigns across the for marketing funnel, particularly once you throw in retail media into the mix. Just as we were saying, you can now have direct call to action, shoppable interactive campaign that’s right on your TV screen. And of course, performance marketers have a very different, more demanding, if you will, set of expectations when it comes to reporting, measurement and targeting, because they’re focused much more on the immediate results. And they’re also judging each of their channels against the benchmark, often set of digital first platforms. In terms of features, in terms of ease of use, in terms of reporting, and in terms of all the things that they can do mid-flight of the campaign. And broadcast systems need to continuously evolve to, their ad to capabilities to meet its expectations.

[00:17:38 – 00:17:55] John Moulding: Okay. Thank you. And then we’ll. Christophe, you’ve been sitting there very patiently. But, am, we need to hear from you now. So why don’t we start with, SDK or the measurement SDK and what it actually is for anyone that’s not aware of that and what it does.

[00:17:55 – 00:19:17] Christophe Kind: Okay. Thanks, John. Hi everyone. So basically stealing from as explained by the IAB Tech Lab who is at the origin of this, initiative OMID SDK that stands for Open Measurement Software Development Kit. It is basically designed to facilitate third party viewability and verification measurement for our standards, to, web, video to mobile, be them iOS or Android, also to CCTVs, including TiVo, Android TVs, fire TV, and most recently LG and Samsung. As you can see from the diagram which is currently displayed, taking the example of web video sites and apps that integrate domestic and send measurement signals to an API, the Open Measurement Identity Interface definition, which stands for Limit and Measurement providers, can place tags that collect these signals more specifically in terms of which signals those are or SDK can collect various of them, such as ad container geometry, playback events, direct communication with the video players and publishes these signals via the OMID API.

[00:19:17 – 00:19:27] John Moulding: Okay. And what about your role at DPG Media then with castLabs and how is open measurement SDK being used there Christophe.

[00:19:27 – 00:19:55] Christophe Kind: Yes. So, we basically shipped the first version of our PRESTOads solution after it got certified by IAB tech lab for web and mobile. That was in Q4 last year. And we then, passed the CTV certification for TV, iOS and Android TV and then shipped the new release of PRESTOads earlier this year.

[00:19:55 – 00:19:58] John Moulding: Okay, so this was the stuff that connected TV side.

[00:19:59 – 00:20:00] Christophe Kind: That’s right. Yeah.

[00:20:00 – 00:20:06] John Moulding: Okay. And DPG Media has their own meet their own player, is that correct?

[00:20:07 – 00:20:12] Christophe Kind: Yes. And their own app. Absolutely. Or is that a question for Maarten or for me

[00:20:12 – 00:20:22] John Moulding: Okay But you were great with that. And is it right that there’s no need for sort of multiple proprietary third party snacks? Christophe.

[00:20:22 – 00:20:46] Christophe Kind: Yes, that’s totally right. I mean, that’s one of the benefit of the OM SDK is that it removes the need for having, proprietary, measurement SDK. And more so is it also, allowing for fully seamless integration with DPG player and app, and I believe Marteen wanted to add to that.

[00:20:46 – 00:20:58] John Moulding: Okay. Well, before it does that, Christophe, just sticking with you for a moment. I mean, does the introduction of OM SDK require any changes from the clients or the devices? I mean, is there any source sophistication there?

[00:20:58 – 00:21:18] Christophe Kind: No, as I said, we shipped, PRESTOads a certified SDK to, DPG who then integrated with the player and app and, that happened. It’s it’s happened in a pretty seamless, way as far as we can turn. That’s also what I understood from Maarten.

[00:21:18 – 00:21:27] John Moulding: Okay. And so, Maarten, how much integration effort did it need from your end to DPG Media?

[00:21:27 – 00:22:20] Maarten Schoonvliet: Well, all all that was, was, was pretty straightforward. We have some advantages there. First of all, we have AWS media tailor architecture, which was already in place. And also we have our own IT team and player team. That also is, works agile. So it can really, go quick if some changes need to be done. I think, the preparation and the refinement, was really, a big plus. So anything that could be done, forehand was done and then it went into production. I think it kind of took three months, if I’m not mistaken. And, so that was was rather quick. So, no complaints from our side to be honest.

[00:22:20 – 00:22:29] John Moulding: Okay. And, Maarten you thought inventory uses client side item search and you already use open management SDK for that, is that right?

[00:22:29 – 00:22:30] Maarten Schoonvliet: That’s correct.

[00:22:30 – 00:22:40] John Moulding: Yeah. Okay. But on the live linear side, it’s server side ad insertion. And that’s really what the big changes. That’s the introduction.

[00:22:40 – 00:22:46] Maarten Schoonvliet: Yeah. Yes, indeed. We didn’t had one SDK.

[00:22:47 – 00:23:04] John Moulding: No. So before you had OM SDK for linear and live for use of, you know, using the OM SDK, how did you handle measurement and, you know, what was installed? What was wrong with it? Or was this something that you just didn’t get that you needed?

[00:23:04 – 00:24:06] Maarten Schoonvliet: Well, it was kind of for a kind of a black box sometimes because, yeah, for advertisers, they they want to know if their ads is on screen. That’s what’s viewability measurement. It’s all about. Right. And it’s the basic metric that we all know. The MRC two seconds in view. And if you yeah, if you don’t have this but you have this high quality environment, which live is, then it’s especially difficult to explain to your customer that this is this is really good. This is really, really good inventory. But I’m very sorry. You can’t measure it, the way you’re measuring VOD so it doesn’t it doesn’t help. So we only had those basic metrics from the player, which only go quartiles, impressions and that was kind of it. So lots of explaining, to be honest. And, that was a pity, especially for the live environments.

[00:24:06 – 00:24:24] John Moulding: Okay. And it was simple things like, understand where the was in the foreground, for example, when we’re talking about, you know, browsers presumably. So just think viewability issues like that. So, so things that people expect these days where they might see. But is that right? You just couldn’t offer that.

[00:24:24 – 00:24:49] Maarten Schoonvliet: Yeah. We just couldn’t couldn’t offer that, to our customers. And they were not able to optimize on this kind of stuff in real time. And also their campaign reports was always a few of those. Everything that was is not live. It’s just not not in those metrics that they were used to. It’s kind of,

[00:24:49 – 00:25:06] John Moulding: and I and I know television is a sort of, you know, well known to be a trusted and fraud free zone. But was fraud ever a consideration in terms of, you know, goodbyes, getting better information about fraud detection in other ways that you needed to match?

[00:25:06 – 00:26:02] Maarten Schoonvliet: Well, yeah, that’s indeed something that, OMD SDK gives you so much more signals. It gives you the immersive viewability. It’s a standardized way of doing things. Is it standardized tech So that means that every partner that is out there can connect to that, that part, that because it’s just known as, standardized ways of doing things and fraud is, is also part of this, signals that’s been sent out by the OM SDK. If you if something is, is playing but your TV screen is off, then if you don’t have viewability measurement there, you will think this is this is just yeah, this is okay. But if you have for you ability measurement, then you know that that is not okay. So especially for, for fraud, for example, this is this is important.

[00:26:02 – 00:26:17] John Moulding: Okay. And so this the big outcomes for the media buyers and obviously better understanding, but also more trust. I mean, just is that the sort of the big win in terms of what the media buyers go?

[00:26:17 – 00:27:02] Maarten Schoonvliet: Yeah. Because are that’s also a bit like we’re doing, we’re creating this trusted web. That’s that’s our team, right? The DPG media trusted web. So our buyers, they they it’s just part of our, our strategy. We have to have, transparency in the space. Also in life, and that in that way, they just, they want, they can optimize on viewability metrics. They can do better things around fraud. So, yeah, it’s it’s maybe a bias. They, they think it’s really, really important that, they have those metrics in place.

[00:27:02 – 00:27:14] John Moulding: Okay. And, Christophe, give us your views on how OM SDK improves the measurement landscape. You know, and benefits to media bias.

[00:27:14 – 00:28:16] Christophe Kind: Sure. So, as I said, the, SDK is designed to facilitate the party viewability and verification measurement. And how is is doing it is by basically no more requiring the integration of multiple SDK bits as it used to be the case, or the use of, VPAID, which stands for Video Player AD Interface definition and which is now deprecated and replaced by OMID when it comes to measurement. And that basically ensures compliance with the latest advertising measurement standards. So that’s that’s one of the key benefits right to rely on on their, on their standardized approach. And viewability metrics across the platforms. It’s also a benefit more from a publisher standpoint since our PRESTOads solution provides powerful client-side capabilities that are essential for a well-rounded advertising system where SSAI or SGAI I will come back to that in a minute, maybe lack some visibility.

[00:28:16 – 00:28:28] John Moulding: Okay. And the standards, the standards factor, is that a benefit to the media buyers or to the sellers? I mean, who really gains from standardizing this Christophe

[00:28:28 – 00:28:47] Christophe Kind: I’d say the entire industry, avoiding lock-in and avoiding customization is a benefit for for the entire industry. And the trust and the transparency it brings as well is is what it brings with it. Right?

[00:28:47 – 00:29:15] John Moulding: Okay. So maybe yeah. Let’s go back to your closed loop attribution. Slide. And you know, just talk us through that in a bit more detail. You know, and whether that really gives more value to the original exposure measurement, because if you can do some wonderful stuff, you know, by proving what happened after exposure, presumably if you have better understanding of exposure to start with, that will help the broadcasters. I guess.

[00:29:15 – 00:31:46] Marija Masalskis: So we are still very early in the closed loop attribution world. That itself is of course not new. Marketing mix modeling gives us all to see. The advertising of attribution has always been part of measurement conversation and digital advertising has been very important to walled gardens. But what is new now is that we are close to deterministically bridging the gap between ad exposure and purchasing behavior, both online and, crucially, in-store. This is being tracked through loyalty programs that is very appealing to performance advertising, particularly when you also introduce ability to act and iterate on the data insight that you receive mid-flight. All of this metrics, they are not replacement. They, we need the metrics that were there before. We need the metrics that were there before to be robust. And then we will build on top of them. Just generally speaking, again, streaming TV measurement has been a hot topic for over a decade now. And then some markets established to be currencies have been more successful than others in measuring the totality of TV viewing across traditional and digital platforms. But once you have, performance advertising gaining influence and bringing the aspiration to integrated campaign measurement into attribution and optimization, loop the way they do the digital, the whole focus of TV measurement shifts from, just exposure and reach to immediate business outcomes. That’s where we see, ROAS return on ad investment metrics becoming central in recession. And the other aspect of that is algorithmic optimization. That is very core to performance advertising. Again, as Marteen described, you have to offer multiple leather levels against, which, advertisers can optimize the ability and for order, absolutely essential. And then on top of that, they will be layering additional data. What this means is that, there is going to be fragmentation of measurement, in the sense of different approaches and metrics being employed for different types of campaigns and goals. And there will be more competition and more measurement providers. For media owners, this means that they absolutely need robust measurement and reporting capabilities. Those are more important than ever. And they also need to be very flexible and agile in approaching the space to meet the needs of their partners.

[00:31:46 – 00:32:49] John Moulding: Okay. Thanks, Maria. Okay. I’m just going to publish the poll now, and then we’ll do some audience questions while that’s still sitting on your screen. So I’ll show you the poll now. And there it is. I won’t go through all of those, options. I won’t read them out. But basically what we’re asking here is your personal involvement in tracking a measurement strategy in the next 12 months. And the choices are effectively between server side tracking or client side tracking. And then depending on which one you are looking at, is then whether you are using another measurement, proprietary client side measurement, or a limited client side measurement. So those are your options and I’ll leave those there. Why don’t we just go to some questions. So first of all so first of all we have Matthew Huntington who is asking, could OM SDK be used in an HBP TV application? So I’ll start with Christophe for that one because, he do most closely with the SDK. I guess that’s, that’s a good one for you, Christophe.

[00:32:49 – 00:33:18] Christophe Kind: Well, I mean, looking at the way IAB tech lab works, it would be, per device, question at the end of the day, and, it would remain to be seen in which category, those HBP TV devices would fall, basically. So, Matthew, we should have a more detailed discussion at another occasion. Most likely.

[00:33:18 – 00:33:42] John Moulding: Okay, well, I’ve got another question here, which is from up Pierre Raffalli. And I’ll just send it out to the floor and anybody can answer. This is OM SDK conflicting with third party measurement providers like IAS or double verify. Why use OM SDK if you already have measurement being performed by other people? So who would like that one?

[00:33:42 – 00:34:25] Christophe Kind: I can take, that one as well as the first answer. So the first part of the question is it’s not conflicting. It’s replacing the, proprietary SDK that those measurement companies used to use. And, they’re also the ones who are promoting, at least in certain countries, the adoption of OM SDK and OMID instead of those proprietary SDK doesn’t remove the quality of the measurement services they bring. It’s only bringing, more scalability to the entire measurement and less ultra proprietary approaches. The needs remains.

[00:34:25 – 00:34:50] John Moulding: Okay. Oh, okay. Thank you. Christophe, there’s another question here, which I think is for you. Marteen probably is from, Frank Mulhall. And he says that the scale of live at insertion can be extremely steep. Did DPG media need to ensure that the open measurement part can scale up to handle the heavy load? And did that cause any measurement issues?

[00:34:50 – 00:35:39] Maarten Schoonvliet: We get the question from time to time from this this this partners like our ad server or but also IAS or double verify. If we know what the ad load to be. But most of the time they are prepared to receive this, this measurement, and this, this, this load. So I would think it’s not an issue because they are they’re really, they accept on a daily basis millions of, of those kind of, network goals, let’s say, if you’re not sure, always try to communicate to them, and that, that will definitely help.

[00:35:39 – 00:36:25] John Moulding: Okay. Great stuff. All right. Now I’m going to show you the answers to the poll now. So this is now here for everybody to see. And it looks like the most answered question is server side tracking with other client side measurement. See I don’t know, 25% as well. And then we’ve got some coming in about three that are equal below that. So I’ll just leave that on screen for a moment just for you to look at. So, Phil, what is the role of server-side ad insertion at DPG media for the live linear streaming? And you know how a view integrated with the sort of castLabs open measurement SDK, with your server side ad in solution?

[00:36:25 – 00:37:45] Phil Harrison: Yeah. Great question. Really. I mean. Gives you the best of both worlds, right? It gives you the ability to insert the ad creative at the server. So there’s no complexity required required on that client device to decode the ad, integrate the ad with the live stream, find the correct, you know, marker to jump from content to ad, replace the underlying broadcast ad, etc. that’s all handled by media tailor on the server, and that just improves the number of devices that can playback that ad, because you don’t have to go one by one, make sure it works. All the nuance around, you know, device testing when it comes to manipulating the bitstream on on the client. And then for the OM SDK, it brings with it that client side measurement. So effectively you’re getting server side ads with client side reporting and the integration I mean I don’t think we need to get into the weeds here on on the technical details. But suffice it to say that, both cost types and dpkg major, we’ve been working with them just getting media tailor integrated into that overall stack. So you shouldn’t really need to worry about the integration details if you’re using, those two partners of ours.

[00:37:45 – 00:37:49] John Moulding: Okay. And, Christoph, do you have anything to add to that?

[00:37:49 – 00:38:29] Christophe Kind: Not really. I mean, yes, pre-integration with AWS media tailor SSAI and the ability to leverage an actual standard for conveying the measurement payload throughout this ad delivery chain is, at the end of the day, dramatically increasing the transparency for such critical KPIs for demand side actors, be them advertisers or agencies. And we are sort of witnessing what we could refer to as a virtuous circle from measurement to observing to SSAI to players to PRESTOads for the measurement and back to the measurement companies, in a way.

[00:38:29 – 00:38:45] John Moulding: Okay. So, Maarten, in terms of privacy compliance, if you already have server side ad insertion and addressable and you’ve kind of done everything properly, is there anything else to think about if you use open measurement SDK?

[00:38:45 – 00:39:39] Maarten Schoonvliet: Well not really. If it’s if you the thing is that OM SDK is not looking for personal data. It’s looking for signals that just kind of tell the the provider, the measurement provider that, the ad is in view. So that’s, that’s that’s number one. It’s, it’s built in a privacy way. In that way. And the other thing is, if you have those measurement part partners in your TCF framework in your CNP in your user prompt that you show your users before they get into your platforms, then you’re good to go. So, it actually, it’s it’s, it seems like. Yeah. Not a big problem or not an issue that you need to tackle if you’re on par with privacy in general.

[00:39:39 – 00:39:46] John Moulding: Okay. And what about VR experience? I mean, did you have any impact on VR experience? Was it straightforward as well?

[00:39:46 – 00:39:58] Maarten Schoonvliet: Was pretty straightforward. Of course everything’s tested on forehand. But there’s no real latency there. To be honest.

[00:39:58 – 00:40:29] John Moulding: Okay. Okay. Great. Right. Keep bringing your audience questions. I’ve got one here, but I will save it for now, so we’ll just carry on. So Maarten, another question for you. I mean, we talked through some of this already in terms of the sort of benefits to yourselves and the media guys, but at a strategic level, you know, what did you set out to achieve when you decided to move and sort of create OMID-certified inventory effectively? And what the results see in a kind of a very high level.

[00:40:29 – 00:41:21] Maarten Schoonvliet: Well, we want to achieve, once again, I need to refer to our trusted web where we think, yeah, trust and transparency is really important for customers. They will only invest if they know what they’re investing in. So in that way, it was, especially important that we also had the live inventory that which is great inventory, being being there for them to optimize and to report on. And also it’s, it’s looking forward and referring to it, Marija was saying is, attention measurement is the next step. And to be able to go to intention measurement you need to have those, viewability measurement items in place. So, that that’s kind of, why why we did this, to be honest.

[00:41:21 – 00:41:29] John Moulding: Okay. And how important is that attention measurement. Will that, help you to attract more budget?

[00:41:29 – 00:42:05] Maarten Schoonvliet: Yeah. It will definitely help, to invest and also in this part of our, especially if you’re buying automatically, you want to optimize on, on this kind of metrics. So that if you look at programmatic buying, those platforms, they will optimize the budgets on multiple metrics and viewability being one of them. So it means just also not only trust but also budgets coming into our system more if it’s available. Of course.

[00:42:05 – 00:42:21] John Moulding: Okay. And Maarten still sometimes talking about life here because it’s linear. So that includes live which is usually described as the crown jewels broadcast. So do you feel that maybe your live was not getting the credit you deserve before and now it does?

[00:42:21 – 00:42:54] Maarten Schoonvliet: Well, it’s it’s always been, indeed, one of our crown jewels. But it’s it’s been difficult because you need to educate everyone. Like, with sales needs to talk to persons to, to make sure that they know also that this is our crown jewel. And now it’s it’s proof. The proof is automatically there. So it’s, it makes things a bit bit more straightforward. Yeah.

[00:42:54 – 00:43:07] John Moulding: Okay. So before you had to kind of work hard to educate the market that they should still be buying your inventory, but now you know the signal is better and it’s less effort for your sales team. Is that right.

[00:43:07 – 00:43:09] Maarten Schoonvliet: Yeah. That’s right.

[00:43:09 – 00:43:22] John Moulding: Okay. Christophe, I know that you expect, OMID and open measurement SDK to become used more widely, in global markets. So can you just sort of talk us through that and explain why?

[00:43:22 – 00:44:30] Christophe Kind: Well, I can’t be, saying that it will be used more widely, but we are certainly seeing, quite a level of adoption already. So starting with one key consideration being that TV advertising is being built at national level, whether linear or CTV, the adoption is and will be a national matter, as is pretty much the entire TV advertising ecosystem. Wherever you look when it comes to its actual adoption, IAB tech lab usually refers to, a link that’s also part of the shared document that’s available for the audience, and that is basically describing the list of compliant companies. And as we can see from from that list, there are already quite a few big actors in the US listed. And we can also see Australia with Nine, or Korea with Naver also present. Closer to us in Europe, that list and sources from the field indicates obviously a key attraction in Belgium, as we’ve seen during this webinar, but also France, Italy or Spain.

[00:44:31 – 00:44:49] John Moulding: Okay. So Phil let’s talk about server guided ad insertion and I know Christophe sort of referenced that earlier. And we’re hearing more about that in the market. So can you still talk us through how that differs to server side and insertion and what are the benefits of it.

[00:44:49 – 00:47:13] Phil Harrison: Yeah. Great question. Server-guided ad insertion is sort of the nirvana state of ad insertion. It combines the kind of benefits of client side ad insertion and the benefits of server side ad insertion into one kind of ubiquitous kind of technology stack. The way it works and the way it’s different from both server side and client side, is that you, delivering the ad pod, all that you have the collection of ads for that ad break, out-of-band from the rest of the content stream. But the play, is kind of responsible at a much lower level for integrating that ad poured into the stream. So you don’t have to write code in the kind of application logic or, you know, import a dedicated SDK, just to insert. Yeah, that’s being taken care of at the kind of fundamental operating system level of the playback device. But you are able to expose the ad call as this kind of separate call out to, in this case, media tailor to go and retrieve the ads and perform that ad tech stack. So really that just to list off a few, a few benefits, a lot of it comes in VOD because when you have, say, a three hour movie, you don’t need to insert those ads that are going to happen in a few hours time until the viewer gets there. Right? And that’s one of the benefits of client side. But now you get it in in server side as well. And then in live you can have a very long DVR window. So imagine you have a, you know, a cricket game. Right. And the cricket game goes for five hours. If someone rewinds back, right, you can re monetize that ad break as if it was a net new, ad inventory. So, yeah, I think most people will move there to SGAI, but there will always be a long tail of devices that just simply do not have that capability built in. And so our philosophy and our strategy at media tailor has been that you can toggle on and off whether you want SGAI or SSAI with a simple query string. When you’re making a request to us. So you can very, very easily manipulate the percentages of of SGAI and SSAI.

[00:47:13 – 00:47:30] John Moulding: I okay, so I feel that the piece about the so DVR window and long DVR windows, how important is that? I mean presumably broadcasters have been under monetizing any kind of replay functionality in the past.

[00:47:30 – 00:48:22] Phil Harrison: Yeah for sure. I mean, it’s kind of coupling a good user experience, which is, you know, I’ve showed up ten minutes late to this game. I want to start from the beginning. And there’s all kinds of cool ways to make that a great experience where you, for example, skip forward during the boring parts and get a compressed stream, and then you get to the live point. And so where Media Tailor would fit into that is that you can almost repurpose that previous DVR window into an entirely new ad experience. So you could say segment the previous two hours into like three smaller blocks of, you know, there was a goal here, there was a goal there, AD, and now you’re in the live action. And that is an entirely new kind of experience. And yeah, SGAI, would help deliver that.

[00:48:22 – 00:48:56] John Moulding: Okay. Again, Marija, just, coming back to your presentation again, we know that you sort of feel that broadcasters and other premium streamers should evolve beyond brand advertising, where they’ve been absolutely strong, and go off this performance opportunity, the retail media and connected TV convergence. Just give us a little bit more detail on that. And so are we talking about retail media data from loyalty cards, or are we talking about actually having commerce on televisions. Just talk us through it.

[00:48:56 – 00:50:57] Marija Masalskis: So there is a lot of buzz around retail media right now. And we’ve already talked a little bit about how valuable retail of data is. In the past few years, a lot of, retail media growth has been, in, in on site advertising. So sponsored placements, sponsored search results. But there is a very clear limit to this, girls. There’s just so many hats you can put on a page. There’s just so much time that consumers actually spend on the e-commerce platform. And the biggest retailers are already looking for ways to expand their network reach and their data reach beyond the limits of their own sites. And a key question that will play out over the next few years is who will lead and who will benefit from the conversion substitution retail media. Of course, the TV ad inventory is very, attractive to to retail to retailers simply because it’s a very valuable, very high, exposure ad inventory. But it’s also about that nexus with potential interactive ads, potentially even new ad formats that will go hand in hand with developments in the e-commerce itself. But what is very critical here is for broadcasters and streamers to take, this retailer interest very seriously and to avoid the pitfalls of commoditized ad addressable inventory, particularly when competition with TV becomes more intense, when programmatic becomes a bigger way to fill, in the, to fill your, your ad space. This is what happened in display advertising years ago with the open market, programmatic and something that broadcast consumers need to be aware of. There is a clear market need and excitement about retailer data and retail media networks. But broadcasters and streamers need to be very proactive in partnering retailers, and they need to come in as equal partners into this.

[00:50:57 – 00:51:58] Marija Masalskis: We already see some partnerships like this, like ITV and then humbly representing Boots and Tesco in the UK. That’s something that comes to mind there. Just recently, Disney and Walmart Connect have announced the partnerships. The key there is to retain the direct relationship with the ad buyers. It is essential to ensure that no matter what data and targeting the ad buyers wants to layer into their campaigns, broadcasters and streamers need to be active partners in the process. They need to bring their own data into the process, and they need to show the value of their data. This will acquire new dimensions as as interactive ads become more prominent, as shoppable ads become more prominent, because that experience of how that fits into the viewing process, how it fits with the rest of the content, that is key to making this enjoyable for the viewers, useful to the consumers, but also to make it work for for all the other partners and all. It’s actually

[00:51:58 – 00:52:20] John Moulding: Okay And Marija, you, on one of your first lines, you you had a note compete on digital terms. So do you think, if broadcasters do this really well, compete more effectively in performance and retail data etc., can they grow their share of the so that total TV advertising pie that you showed in one of your graphs?

[00:52:20 – 00:53:15] Marija Masalskis: I think there is a real opportunity there. And precisely because there is still there is still room for growth coming into this market, it’s not a zero sum game. Yes, we do expect the traditional TV to start declining in the markets like the US. You already see that decline well underway. It’s not as obvious in European markets, but it is coming as consumers shift their behavior around. But because there are so many more ad dollars flowing into this from other ad formats, again, retail media is actually very attractive in that regard. The partnerships with the retailers are very attractive in that regard because retailers can bring their partners into the mix. They can bring, budgets that were previously thought of as, not advertising budgets with marketing budgets. They can be transferred into this ecosystem as well. And broadcasters stand to benefit.

[00:53:15 – 00:53:25] John Moulding: Okay. And Maarten what about, next steps in addressable advertising for DPG Media? Can you just talk us through what you’re thinking about next?

[00:53:25 – 00:55:39] Maarten Schoonvliet: Well, I think it’s, kind of funny. I don’t know, anything that Marija is saying is something that we are looking towards in the coming months, year. Linear TV’s declining. We all know that, we’re trying to make sure that our reach stays at least the same in a digital environment. Even grow it, where we can, but then add those digital extra, stuff on top of it. We’re looking at the performance. How can we not only, bring in retail data, which we did this year, but also use retail data to do build conversion reporting. How can we introduce, the sales data for advertisers to link it to our, to their campaigns? Of course, everything in the privacy way. There’s no question about it. That’s, that’s kind of the stuff we’re looking towards. Also interactive, like we have also this year, we, we launched an interactive brand survey. So users of our platforms, they use their remote controls to answer them some, some, some questions. For us, I’m pretty sure we’re going to work on that, to introduce other formats and ways of interacting with our, with our, users and, and, attention measure. It’s something that’s on the table, to start with feasibility measurement and go to attention measurement. And especially in the end, what we want is we just want to make sure that our advertisers can, can buy, whatever we’re offering in easy way, flexible way and use our data solutions, where they needed to, perform, their, their campaigns to make sure that that their campaigns perform. That’s, it’s, it’s really nice to see what what’s happening in the space and also, looking forward to this kind of initiatives, to be honest. So it’s going to be interesting time.

[00:55:39 – 00:55:57] John Moulding: Okay. When you mentioned, you know, proven sales outcome comes from exposure. Again, I mean, that question about whether that gains you market share, do you think that will kind of gain you market share against you know, typically performance media like digital,

[00:55:57 – 00:56:35] Maarten Schoonvliet: Yeah, of course. Because it’s as Marija says, this is this is the holy grail, the close loop. That’s that’s what advertisers want. They want to they don’t want the to know if their campaigns are being seen. They also not only want to know that because of brands, in general, but they also want to know if this really drive home sales. And that’s kind of the I’m pretty sure that if we can track this code, will be, on top of their minds, to be honest.

[00:56:35 – 00:56:47] John Moulding: Okay. And, Christophe, I know you think we’re kind of opening a new chapter now in advanced advertising. Why do you think that sort of explain your thought process?

[00:56:47 – 00:58:14] Christophe Kind: Yeah, I think, we are witnessing indeed, such a new chapter in the sense that, where addressable TV services have been deployed so far, leveraging some level of customization. Standards are becoming increasingly available in support of of such services. We heard during this webinar, the open measurement initiative. We also heard from Phil about SGAI. We didn’t deep dive into that that there’s the sixth edition of MPEG that’s about to be released, and that will include, a standardized approach for this year in DASH. We also have the SVTA advertising working group that is led by Zachary Cava from Hulu and that has been working at specifying the way the tracking beacons are conveyed and that are also starting to look into, non-linear ads. All of those initiatives, being initiatives to which castLabs is very proactively taking part, and we’re even also seeing SVTA and IAB tech lab working closer and closer every day. And so why this matters? So obviously for castLabs we’re a standards driven company, but also for the entire industry as many tools for streamlining and is is industrializing the deployment of these addressable TV services. So yes.

[00:58:15 – 00:59:09] John Moulding: Okay. Well I think that’s that’s a lovely face to round out with, you know, streamlining the industrialization of great technology, and bringing it to a wider market. So thank you, all of you. Now I just want to remind you that, there are some resources. So if you haven’t done downloaded those already, do go and have a look. There’s links at the related to this piece of white paper. This will be available on demand afterwards. So if you want to watch it again or you want to refer a colleague to this, presentation, do, all the questions, that didn’t get answered will be answered by, panelists or whoever you ask them to afterwards. And I really I just want to thank our speakers. So, Maarten Marija, Christoph and Phil, thank you very much for your time. And thank you to everyone who tuned in. And, I wish you all a really enjoyable rest of your day. Thank you all. Thank you all. Thank you.