What new innovations are emerging, and which ones are here to stay for the long haul? 

IBC 2024 has wrapped up, showcasing some exciting developments in media technology.

Let’s look at the key highlights and trends shaping the future of the media landscape.

1. Addressable TV: A Solution for Modern Monetization Needs

A growing number of operators and broadcasters are exploring new monetization approaches. Addressable TV is at the forefront, with multiple projects underway, proving it’s more than just a trend.

Operators and broadcasters are recognizing the immense power of Addressable TV. In addition to generating new revenue, it enhances internal promotions and creates opportunities for upselling and cross-selling.

2. AI and Advertising

AI is contributing to television advertising, particularly through automated ad insertion and ad generation. The technology not only enhances campaign effectiveness but also introduces new monetization opportunities, such as in-stream ads, which expand inventory space.

3. The Best of Both Worlds: Server-Guided Ad Insertion (SGAI)

Alongside Client-Side Ad Insertion (CSAI) and Server-Side Ad Insertion (SSAI), Server-Guided Ad Insertion (SGAI) is gaining traction, combining the advantages of both approaches. This alternative approach is reshaping ad delivery in streaming media by optimizing placement efficiency and enhancing the overall user experience.

In conclusion, we extend our heartfelt gratitude to all attendees, partners, and friends for joining us at IBC 2024 and making our experience truly unforgettable.

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