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Last month Netflix finally answered advertisers’ prayers by saying it would introduce ads to its platform after a decade of resisting. Although the news was met with excitement, it’s clear Netflix has a task on its hands with complex barriers to overcome. We catch up with The Drum’s Future of TV advisory panel, which has a few questions for Netflix.
As part of The Drum’s ramped-up TV coverage, media editor John McCarthy and TV reporter Hannah Bowler have launched a podcast series, TV Talks. This week we digest the introduction of ads on Netflix uncovering the multiple barriers that stand in its way.
Disney is embracing advertising on its jet-fueled rise into the streaming stratosphere. But as more scrutiny comes to the world of CTV, data clean rooms are how it is ensuring data doesn’t leave the platform. Dana McGraw, vice-president of audience modeling and data science, explains.
Awards recognize innovation and excellence in Media & Entertainment technology
Connected TV (CTV) offers marketers the best of both worlds; it has the direct targeting of online, as well as the reach and high ad completion rates that come with TV – which is great, but which way do you measure it?