Co-authored by prolific TV analyst/author Alan Wolk, and veteran journalist Mike Shields and written in TV[R]EV’s conversational style, this 56-page Special Report is designed to give you a deep understanding of the entire ad-supported OTT ecosystem. 

Drawing on conversations with over a hundred executives on all sides of the TV advertising economy, this report considers the incumbents, the upstarts and the seismic shifts changing the relationship between brands, consumers and the technologies they use.

 You’ll learn how OTT ads are targeted, how they’re bought and sold, how they’re served and how they’re measured and the opportunities, challenges and dynamics surrounding it all. You’ll walk away with a complete understanding of how things work, what various acronyms and terms mean, and what to look for in the years ahead.

Topics Include:

- Speaking the Lingo: What’s the difference between CTV, OTT, really, and why does it matter?

- The New Audience Frontier: vMPVDs and Apps

- How connected devices and smart TVs are enabling innovation

- Why segmenting and verifying audiences is a new table stake

- Supply and Demand: DMPs and SSPs and the challenges ahead

- Walled Gardens: Good idea or short-sighted strategy?

- How Addressable & Programmatic can reshape buying

- Innovations in Measurement from panels to ACR to blockchain

- OTT’s Fraud Problem

- Future predictions

- Survey results from 100 hand-picked executives show what people think. Hint: Everyone is confused!

Including Special Company Profiles:

- Selling the Future: Understand what is giving Hulu its dominant edge

- Engagement is Everything: True[X] is betting on interactivity and innovation

- Device Mapping: Consider how Vizbee is attacking the identity crisis

- Unified Attribution: iSpot.tv’s always on ad measurement tracks business outcomes

- TV Data as Jet Fuel: Inscape’s ACR data is fueling the new TV economy

- Net New Revenues: Beachfront Media is bringing fast programmatic to MPVDs, VOD & OTT

- Digital Natives Seize TV Market: dataxu sees an addressable future

- The Best Targeting Is Local: How TEGNA’s Premion is exploding OTT for DMAs