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Yoann Hinard, COO at Witbe, outlines why ad monitoring on real devices is essential for OTT performance

Yoann Hinard, COO at Witbe, outlines why ad monitoring on real devices is essential for OTT performance

There are two broad categories of CTV ad insertion: Server-side (SSAI) and Content-side. We've had the SSAI vs. CSAI debate many times before, with SSAI often coming out on top in recent years, but the uptick in FAST viewing is changing the conversation for many stakeholders in the current media landscape. Effective ad delivery is far from a one-side-fits-all proposition these days.

Recently I caught up with Scripps Networks Senior Director of Product Yazmin Wickham to get a better sense of the role a Director of Product plays in developing and managing UX at a diversified media company in the OTT and CTV universe. I learned how Scripps approaches the viewer experience, both in AVOD and SVOD models, and attempts to deliver as consistent an experience as possible across a wide array of platform, and the challenges and advantages of maintaining a unified (or nearly unified) text stack across the board.

While recent slumps in subscription-driven OTT have convinced many observers that great content and plenty of it simply aren't enough, what can content providers do to reverse that trend by following the numbers and understanding their audiences better? Hub Entertainment Research's Jon Giegengack has the numbers and some strong recommendations in this clip from his presentation at Streaming Media Connect 2023.