Standardised DAI can help marketers deliver the right message to the right audience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 24, 2019, 1:26 PM UTC

If DAI fails to scale up, OTT will become the dominant delivery channel.

This piece states that standardising DAI (Dynamic Ad Insertion) can give advertisers an edge over OTT (Over the Top) media services. DAI on addressable linear TV enables different households to see different ads even if they are watching the same program due to different demographic bands.

The author argues that any DAI standard must adapt standardised video signalling and enable seamless video switching. These standards should also be applied at the equipment manufacturing level and should be able to bring commercial value to the television industry.

Advertisers need to breakdown the audience into smaller segments to deliver the right message to the right audience. The author contends that the standard must also include privacy regulations to give consumers full control over the use of their data.

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