The Interactive Advertising Bureau on Tuesday
released a primer about the state of advanced TV and OTT targeting.
The document aims to create "an opportunity to provide further education to the industry as well as to provide
guidance to marketers that are curious about the space," according to a blog post from Hulu head of advanced TV Doug Fleming and Sling TV director of advanced TV Adam Lowy,
In addition to
defining what makes up the addressable TV and OTT ecosystems, and how viewers and advertisers use current technology, the primer also has best practices for marketers looking to enter the space
and explains its benefits.
For example, the primer notes that addressable TV ad targeting “allows for more granular audience segmentation and targeting, leading to less waste as
campaigns are more efficient,” since ads can be targeted to individual households.
Moving forward, the IAB’s Advanced TV Committee will continue to monitor the space, with
the primer being a starting point for the working group.
You can access the entire primer here.