• As open data standards become ubiquitous and the tracking of consumer behavior across platforms a reality, marketers and advertisers will be offered greater transparency and insight into viewership data.
  • In 2018, deeper automation and faster order execution, as well as more accurate use of consumer data across multiple channels will result in an increased ability for buyers and sellers to more accurately consolidate and execute campaigns from a cohesive omnichannel perspective.
  • All these new technological advancements in TV advertising will need to be implemented in conjunction with a change management plan that addresses the cultural shift that broadcasters will have to undertake in pursuit of a more open, collaborative and data-driven business and industry model.

    Source: https://www.cedmagazine.com/article/2017/12/open-standards-transparency-and-automation-changing-future-broadcasters-2018