addressable tv future of partnering for the · 2017-10-22 · future of addressable tv david...
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Partnering for the Future of Addressable TV David Uhlmann & Dr Oliver Friedrich
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Contents
● DoubleClick for Publishers & Addressable TV● Commitment to open standards● Addressable TV challenges● How will Google help?
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DoubleClick for Publisher (DFP) is a TV-capable adserver
Manage Inventory with DFP
Bring Unique Demand from Buy-side
Monetize Programmatically on Ad ExchangeHybrid cTV/STB IP STB
LINEAR VOD
Digital
TV Distributor/Broadcaster
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Open standards for television and online video
● Google is fully committed to open standards
● HbbTV plays an important role for to future monetization of broadcast and online video
● Google will support the broadcasters’ and platform operators’ needs by providing the right tools & products
● Helping our customers to have answers to device fragmentation and achieving scalability for Dynamic Ad Insertion is the main target of the DoubleClick team.
● Other Google products as Cloud, AI, AndroidTV etc. complement this mission
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Key Challenges 2017+
● Scalability in large scale deployments
● Device Fragmentation & implementation
● Measurement & Viewability on Connected TVs
● Ad inventory for the big screen
● Monetization
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Fragmentation - Cross screen delivery and monetization is difficult
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Android TVOperator Tier
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Scalability: Reliably powering TV’s biggest events
Presidential Debates
NFL PlayoffsEuro 2016
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Digital addressability with TV reliability on all screens
Dynamic Ad Insertion
Ad
Content
Ad
Ad
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Proprietary + Confidential
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DFP DAIDFPAdX
Transcoder
CDNENCODERContent Feed
Broadcast Signal
SCTE-35/104Signals
ANALYTICS
SDK
Stream Request
Client-side Reporting Server-side Reporting
Stream + Stitched ads manifest
HLS Manifest
DAI Reference Architecture (Live / Linear unicast case)
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Experiment● Linear ad replacement on a self-modulated DVB-T stream
● Slightly adapted version of Google’s IMA SDK to request,
pre-load and play the ad sequence + providing VAST
conform pingbacks for measurement
● Deployed an HbbTV application on a Humax STB for testing
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Let’s build it together!We invite partners from the broadcast industry to create reference cases for Addressable TV together with us.
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Thank you{ofriedrich|duhlmann}@google.com
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End