Over-the-top video's disruption of the cable industry has been keenly felt for the past few quarter especially, as pay-TV subscriber numbers have steadily dropped. But traditional operators may have found a new source for revenue: advanced advertising services like dynamic ad insertion (DAI), programmatic buying and selling, and the audience data gleaned from these services. Cablevision, for example, said it brought in $32 million in the third quarter of 2014 from selling local ads that are served to viewers via addressable data from set-top boxes.
How is advanced advertising changing the game for pay-TV operators? Daniel Frankel explores the various facets of this industry segment in his latest FierceCable report.
Check out the special report here.