Expect to see more mergers and acquisitions between telcos/cable operators and tech
"This is an effort to monetize their data around audience viewing habits and to develop new revenue streams outside of legacy pipes businesses."
Connected TV/over-the-top (OTT) will mature and become a bigger component of advertisers' spend. "Viewer migration from linear TV to OTT is accelerating, and the dollars will follow. This will drive ad-tech investment in platforms that provide audience measurement across, online, OTT and more."
The drive for media being bought on a viewability CPM will stagger a little, instead of
premium CPMs being paid for by guaranteed viewability.
"This will lead to a more definitive reallocation around sources that have a stronger track record with viewability."