The Digital Television Group (DTG) has appointed Devendra Mishra, Senior Manager of Advanced Advertising Technology at Virgin Media O2, as Chair of its new IP Advertising Group.
Building on insights from the DTG’s IP Advertising: Aligning Tech, Experience and Value report, this nine-month pan-industry initiative brings together stakeholders from across the value chain to accelerate progress toward a scalable, interoperable, and trusted IP-delivered advertising ecosystem.
With more than 25 years of experience in Media & Entertainment, Devendra brings deep technical expertise and strategic vision to AdTech and Audience Data Management. At Virgin Media O2, he leads the strategy and delivery of advanced advertising across broadcast and streaming, with previous roles and responsibilities including Sky’s AdSmart and PromoSmart platforms and BT Vision on YouView.
Devendra Mishra said: “I’m delighted to chair this vital DTG initiative and to help drive collaboration across the industry. IP-delivered advertising presents a unique opportunity to combine the scale of broadcast with the precision of digital. By working together, we can unlock interoperability, transparency, and sustainable value for all players in the ecosystem.”
Alex Buchan, DTG Chief Technology Officer, said: “We’re thrilled to welcome Devendra as Chair of the IP Advertising Group. His proven leadership in developing and deploying transformative advertising technologies will be invaluable as we unite the industry to create a trusted, standards-based framework that supports innovation and commercial growth.”
The IP Advertising Group will meet monthly in a hybrid format, focusing on five priority areas identified in the July workshop: measurement, interoperability, metadata standardisation, consent management, and commercial model alignment. Its outputs will include practical guidance, shared terminology, and a high-level reference framework to support coordinated implementation across the sector.
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