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.

As the industry evolves, broadcasters and operators are increasingly adopting new technologies to enhance ad monetization and improve viewer experiences. Here are the three key trends from IBC 2024 that broadcasters and publishers should watch closely:

1. Addressable TV: A Solution for Modern Monetization Needs

Addressable TV is leading the way, with multiple projects in progress, demonstrating that it’s not just a trend but a powerful, revenue-driving strategy.

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

Artificial Intelligence (AI) is revolutionizing television advertising through automation and personalization. From automated ad insertion to ad generation, AI technologies enhance the effectiveness of ad campaigns while opening up new monetization opportunities.

One standout trend is the rise of in-stream ads, which expand inventory space.

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

Server-Guided Ad Insertion (SGAI) is gaining momentum as a hybrid approach that blends the benefits of Client-Side Ad Insertion (CSAI) and Server-Side Ad Insertion (SSAI).

Unlike traditional methods, SGAI offers enhanced ad placement efficiency and a better user experience.

Conclusion: Embracing Innovation for Future Success

IBC 2024 highlighted the importance of adopting solutions like Addressable TV, AI-driven advertising, and SGAI to stay competitive. These trends are not just fleeting fads—they are critical components of a successful media strategy.

To stay ahead in the rapidly evolving media industry, broadcasters and publishers must integrate these innovations into their business models.

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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