The stakeholders involved in the transaction of ATV advertising all have different needs and diverging interests, which undoubtedly complexifies the standardisation of these capabilities.
On the advertiser side, ATV brings numerous opportunities by providing data-driven inventory. The HbbTV framework, as discussed above, provides a means to digitise TV inventory, which has resulted in an expansion of offers, not to mention advances in content and audience targeting capabilities. Based on who in the supply chain is identifying and collecting signals about the householdsâ demographics, purchasing behaviours or location, buyers can more feasibly receive a level of access that allows them to deliver a âmore targetedâ ad.
However, in the wake of identity deprecation, agencies and brands are highly aware that the data flows derived from standardised programmatic ad buying processes (e.g. the bidstream), that currently give them access to the most granular data possible, will no longer function in the future. Thus, their data access for targeting will be nearly entirely reliant on receiving permission from the broadcasters or publishers themselves.
For broadcasters, ATV is driving forward the digitalisation of their traditional TV business, which is under heavy pressure to grow revenues as they watch budgets being shifted to other digital global players. ATV advertising also opens their content up to a wider range of brands and advertisers, whether local or international, who typically lack the resources and/or relationships to advertise on their TV channels. For the…