Broadcasters are facing more and more ad management issues, and Google is here to help.
Rany Ng, Google’s Director of Product Management, Video, announced yesterday at NAB new tools for broadcasters to enable them to more accurately forecast available internet TV inventory (looking at impact of commercial break patterns) in DoubleClick for Publishers. Ng writes in a blog post that soon “[b]roadcasters will be able to use seasonality in forecasting for upfront cycles and model based on their offline data.” This is designed to put together better packages for upfronts.
Ng also announced that Google has finally integrated the technology of recently acquired mDialog into its DoubleClick Ad Exchange. The technology and exchange gives broadcasters and content producers the ability to monetize their inventory across a host of OTT devices programmatically.
This technology is not limited to OTT platforms; Google has been experimenting with inserting addressable ads (via DoubleClick) with its linear Google Fiber service in Kansas City. This – and new plans from Viacom and Time Warner – is not going to make Nielsen happy.
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For more, Google is three posts in to a so-far fantastic ‘Evolution of TV‘ series. mDialog CEO, Greg Philpott, and Google Product Marketing Lead, Anish Kattukaran tackle subjects like “The Promise of Programmatic TV” and “How TV’s Migration to the Cloud Might Upend TV As We Know It.”