How Data Will Come Into Play in OTT Advertising

OTT accounts for almost half of total TV ad spend

Technology will help address OTT challenges, like addressability and scale. Getty Images

We’ve reached a tipping point with the rise in cord-cutting and growing demand for premium video content. We’re approaching full-market scale in the U.S., with nearly 200 million OTT viewers in 2018, which equates to roughly the same number of households that subscribe to OTT services as they do pay TV.

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@PremionMedia Jim Wilson is president of premion at TEGNA.