Amid the shift to streaming technology, live TV remains a big part of many people’s entertainment experiences and a major contributor to ad revenue. Modern services provide easier access to content and greater control, like the ability to pause a live stream or start at the beginning of a favorite program. This creates challenges for delivering ads across the full user journey.
The Manifest Delivery Controller (MDC) from CommScope, combined with castLabs’ PRESTOplay for Addressable TV ads, demonstrate how server-guided ad insertion can help achieve greater ad delivery efficiency and increase ad revenue on compute-intensive time-shifted playback experiences. (CommScope)