Business Insider [Prime]
March 20, 2019
- A growing number of ad-tech companies are moving into over-the-top advertising as ad dollars shift from TV to streaming video.
- While ad-tech companies are clamoring to get a share of the OTT ad market that’s coming from the $70 billion in TV advertising, not all ad-tech companies will actually be able to deliver.
- Business Insider polled a handful of ad buyers and compiled a list of 13 ad-tech companies that are at the forefront of shaping the future of OTT advertising.
More people are cutting the cord and advertisers clamoring to use data to target and measure video campaigns, but the $70 billion TV advertising industry has operated the same way it has for decades.
Ad-tech firms say that it’s ripe for disruption, and a cottage industry of companies has sprung up to grab a piece of the revenue flowing to OTT advertising.
They’re responding with everything from software firms that help brands analyze which programs they should advertise in to programmatic players that help publishers make money from OTT apps.
Like the sprawling number of ad-tech companies that rose to power ads on publishers’ websites and mobile apps earlier, the rise in OTT ad tech companies specializing in OTT is one more challenge for marketers to navigate.