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Tech in Place to Support Addressable Advertising With NextGen TV, But More Is Needed

Posted on August 13, 2020 in ATSC News

By: Phil Kurz

NextGen TV offers broadcasters the opportunity to personalize ads sent to households or, a bit more broadly, zone ad delivery to neighborhoods in a DMA, creating entirely new competitive possibilities for local television stations and a way to better serve the needs of advertisers.

I reached out to Graham Heap, senior director of the Ad Tech product portfolio at Imagine Communications, to find out if the advertising technology is in place to support broadcasters looking to cash in on these addressable advertising opportunities.

What I learned was that ad technology being used to enable addressable ads for platforms like OTT, cable and satellite are easily repurposed for NextGen TV.

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