Mahesh Babu To Represent Techno Paints
The IAB Tech Lab has officially announced the creation of its Advanced TV Group, which will develop technology frameworks, technical standards and go-to-market strategies to make all TV environments workable.
The group aims to promote interoperability and standardization across the television ecosystem.
The first members are:
● Maximum coverage
● Elementary
● EW cards
● NBCUniversal
● Group M
● GHG
● Meet Warner Brothers
● Experience
● the public
● Nielsen
Many more members are waiting and expected to join the installation team.
"What sets the Advanced TV Commit Group apart from other initiatives is its comprehensive and collaborative approach to targeted TV advertising," said Anthony Katzor, CEO of the IAB Tech Lab. The Advanced TV Commit Group is committed to collaborating with various initiatives in the field, bringing together all stakeholders to create a range of solutions. We are focused on developing technology frameworks that provide comprehensive reach, a unified measurement system and a consistent advertising experience in the digital television and video environment. This includes traditional linear media such as cable, satellite and over-the-air broadcasts, as well as new IP-enabled television platforms known as CTV.
The Advanced TV initiative was launched in response to the rapidly changing ways consumers view video content and the increasingly blurred lines between Connected Television (CTV) and linear television. The initiative aims to achieve the following goals across all television venues:
● Interoperable ad delivery and ad interruption management to ensure frame accuracy, ad interruption platform and consistent signaling across ad placements.
● Global targeting and audience measurement alignment across all screens
● Complete review of different environments for advertising campaigns
● Ad measurement for client-side TV delivery and display validation.
● Omni-channel sales management for automated advance and cash purchase purchases and sales
The Advanced TV Engagement Group will deliver results in 2023 that will lay a solid foundation for achieving the goals mentioned at the beginning. Tasks such as standardizing the interaction between creative identifiers and how metadata is used in systems that manage ad placement and measurement are critical to creating a unified ad marketplace across all television media.
"With the right network standards and technology infrastructure, broadcasters, MVPDs and other video publishers can expand their addressable inventory and improve their product offerings," said Katzor. "This will create a solid foundation for buyers to reach their target audience and accurately measure campaign results. Advanced TV Commit Group is dedicated to advancing the industry and setting new technical standards for TV advertising. sustainable through its commitment to interoperability, addressability and globality. audit We invite all TV manufacturers and other stakeholders to join the Advanced TV Commit Group and play an important role in achieving this goal."
"VAB is pleased to be a part of and collaborate with members of the IAB Tech Lab and Advanced TV Commit Group," said Ben Vandegrift, Vice President of Measurement Solutions at VAB. "Implementing standards and innovative technology solutions that ensure data consistency will transform and simplify the TV ecosystem. Ultimately, it will enable marketers to make more informed buying decisions throughout the campaign lifecycle."
said Jim Keeler, Warner Bros. Executive Vice President of Digital and Expanded Advertising Sales at Discovery. Discovery Warner Bros. "We believe collaboration is key to creating a future where interoperability and standardization will help our advertisers and agencies better reach their target audiences and achieve their campaign goals."
"Our previous work, including a pioneering study measuring CTV impressions, has highlighted the importance of accurate measurement and validation in the fast-moving TV advertising space," said Karen Chan, director of investment innovation at GroupM. By joining forces with industry stakeholders, we aim to create the best practices and technical standards needed for the entire industry. By focusing on innovation, advancing technology and driving accountability, we're excited to deliver impressive results for our clients and once again help shape the future of video advertising."
"At NBCUniversal, we are committed to building a multi-currency future and improving measurement across platforms, resulting in a better consumer experience and greater advertising efficiency. Interoperability and standardization are essential to ensure this. From creative identities to brand classifications and more, standardization enables an ecosystem for advertising. It's more automated and scalable. It also leads to greater engagement, which is essential for advertisers to improve measurement, understanding and performance. in the premium video environment. That's why we're committed to partnering with the IAB Tech Lab. Other industry leaders to reimagine the future of TV advertising," said Ryan McConville, executive vice president, NBCUniversal Advertising and Platform Operations.
"As a member of the IAB's Advanced Television Engagement Group, Nielsen looks forward to working on the frameworks and strategies that will help shape the future of television," said Scott L. Brown, Senior Vice President of Nielsen for Strategy and Technology.