Media companies in the business of streaming live television over the internet can get a return on their investments in programming in two ways: selling subscriptions to the linear programming, or selling advertising during gaps between content segments in the linear programming.
To maximize profitability, media companies must focus on reaching as many eyeballs as possible in as efficient a manner as possible. However, many of these companies are finding over-the-top (OTT) delivery of live television programming and dynamic ad insertion to be much more complicated to execute at scale than they had anticipated. Given the level of investment they have made in the past several years, and the missed opportunity to monetize viewership across digital platforms over this time period, media companies have an urgent need to start showing a financial return.
This white paper focuses on the key barriers to scaling OTT delivery of live television programming and dynamic ad insertion — and how smart technologies remove those barriers to enable revenue optimization for media companies.