Parks Associates just released a new report about ad insertion, sponsored by Adobe Primetime. It’s for media executives looking to streamline ad insertion in over-the-top (OTT) video and TV Everywhere delivery. The report highlights the need to take a holistic approach to ad insertion and to properly evaluate the tradeoffs of server- and client-side approaches.
The report takes readers through four key areas of ad insertion. First, it covers the business and technical considerations such as scale, ad blocking, ad waste, ad decisioning, and analytics. Second, it explores the pros and cons of client-side and server-side approaches to ad insertion. Third, it discusses the companies that offer ad insertion capabilities, including Internet companies, content delivery networks (CDNs), encoding companies, online video platforms (OVPs), and cable technology vendors. Finally, it outlines the five things that matter the most about ad insertion: reach, efficiency, intelligence, engagement, and quality at scale.
To read the full report, sign up to get a free copy here.