A proven ad tech stack to kickstart national linear addressable advertising

July 16, 2021 by Roger Franklin, General Manager, LTN Signal
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Think national addressable advertising isn’t ready for linear TV programming? Think again. The technology has arrived for those who are game to start building this key capability and revenue driver.

To deploy national addressable TV successfully, you’ll need a tech stack that doesn’t disrupt your existing workflows and core business models. You’ll also need one that enables scale across the disjointed advertising ecosystem.

Partners of Project OAR, the consortium founded by VIZIO to establish an open standard for addressable advertising on smart TVs, have developed and tested a modular ad tech stack that meets these requirements. The stack has already been tested across 125 broadcast-designated market areas and several million VIZIO TVs.

Perhaps most exciting to TV programmers, it’s possible to implement in weeks.

To deploy national addressable TV successfully, you’ll need a tech stack that doesn’t disrupt your existing workflows and core business models.

The challenges addressable TV faces

While the benefits of national addressable advertising are clear, the fragmentation within the ad tech ecosystem and the varying platform, network, and system standards have been putting off programmers — the costs and complexity are too high.

In addition, both ad sales teams and engineers may be reluctant to let go of legacy workflows and infrastructure that power their current business models and protect their customer contracts and relationships. Established business rules like competitive separation need to be maintained while testing new business models.

Established business rules like competitive separation need to be maintained while testing new business models.

Trusting the ad tech experts

To help programmers overcome the technical challenges that come with national linear addressable advertising, OAR partners have worked collaboratively to create a proven modular ad tech stack. Some OAR partners, including Beachfront and LTN Global, have pulled together their ad tech experience, expertise, and innovative technology solutions to create one next-generation ad tech infrastructure that programmers can implement quickly and easily.

The tech stack includes VIZIO’s smart TV footprint, LTN Global’s universal signaling solution, and Beachfront’s unified decisioning capabilities supporting programmatic optimization for single and multiple advertisers.

The benefits of the ad tech stack:

  • It’s proven — It has been tested and delivered for large-scale national linear addressable campaigns. Programmers can rest assured that the tech stack will work for them.
  • It’s open and flexible — It’s designed to work with the OAR partner solutions or integrate seamlessly with other vendors. It gives the freedom and flexibility for media companies to deploy addressable TV on their terms without disrupting existing workflows. While VIZIO reaches over 11 million households, the modular tech stack can be configured to work on any platform to scale further.

  • It can be implemented quickly — National addressable campaigns can go live in only a matter of weeks. The tech stack is pre-integrated and already tested, making deployment smooth and hassle-free for programmers.

  • It’s future-proofed — It delivers the business models of today and tomorrow. Today, media companies are focused on the single advertiser spot optimization (SASO) model. However, the industry is moving to multiple advertiser spot optimization (MASO) and programmatic models quickly, where business rules like competitive separation are essential. The ad tech stack supports various business models, enabling programmers to grow their addressable ad inventories and gain more revenue.


Unleashing the potential of linear addressable advertising

Linear addressable advertising opens up significant new revenue opportunities to programmers by combining the ad targeting power of digital with the scale of linear TV. When bringing programmatic buying capabilities in, the possibilities are limitless.

For programmers, figuring out new business models while protecting the core linear business is challenging. But those who start to build the expertise now will bridge the gap to a huge revenue stream.

To hear from the players who developed and have used this tech stack, watch the TVOT Live! 2021 Hot Topic panel: National linear addressable has arrived.

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