As IP-delivered television accelerates, the advertising models that support commercial TV are being redefined. But today’s ecosystem is fragmented, with challenges around measurement, interoperability, access, and trust.
This new DTG workshop report captures insights from broadcasters, platforms, advertisers, agencies, and technology providers, and outlines the critical steps needed to unlock a scalable and sustainable IP advertising market.
Inside, you’ll find:
- A clear picture of the current IP advertising landscape
- Priority areas for industry action, from measurement to metadata
- Opportunities for innovation in personalisation, interactivity, and attribution
- A roadmap for alignment across the value chain
The DTG is now convening a focused workstream to drive progress on these challenges. Download the report to explore the findings and get involved in shaping a coordinated, standards-based model for IP advertising that works for the whole UK market.
Download the report below and find out more about the workstream.
