As TV distribution continues to be transformed by the Internet, TV advertising no longer meets the needs of consumers, advertisers or broadcasters. Consumers want advertising which is personalized and relevant to them; advertisers want to apply digital targeting and measurement and the ability to reach younger and specific audiences, while broadcasters need a unified platform to trade all of their advertising inventory in a scalable and automated way. All of this has to work with the viewer being at the centre of an immersive, non-intrusive experience across multiple screens and devices.
Sports OTT leader DAZN have, in partnership with Google, is building a fully “addressable and programmatic TV sales house of the future”, solving all of these industry problems, while delivering a seamless experience for their viewers.
DAZN’s solution relies on 3 components:
1) Dynamic Ad Insertion from Google supports seamless insertion of advertising at live TV scale – with millions of ad impressions stitched for multiple DAZN sports matches globally every week. Using the Early Ad Break Notifications system, DAZN is able to distribute the load and ensure that all ad breaks are filled as planned with commercial and non-commercial elements
2) Google Ad Manager enables the live ad breaks to be curated, using the Ad Break Templates feature to support compliance bumpers and other logic to fill ad slots in the most optimal way
3)ADZN – DAZN’s proprietary ad inventory platform allows for forecasting and order management of all addressable and non-addressable advertising inventory for a unified sales, operations and reporting process
