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Cyber-attacks are the greatest risk to a company’s operational capacity, as well as its revenue and brand value. With the digital transformation, and with it an acceleration of modern technology, there has been a vast increase of security issues that Chief Information Security Officers (CISO’s) have had to face. This is especially true for small to medium business, as these companies have accelerated straight through to the Cloud and experienced at full force all the new and developing related issues. Similar issues face larger corporations, but at differing degrees.
In online and brick-and-mortar retail you can see a tug-of-war for the customer's favor, but this battle only obscures one of the most important future trends, the Internet of Things (IoT). As a result, retail is increasingly losing direct contact with its customers, regardless of whether it is online or offline.
Speech recognition is an interdisciplinary subfield of computer science and computational linguistics that develops methodologies and technologies that enable the recognition and translation of spoken language into text by computers. It is also known as automatic speech recognition (ASR), computer speech recognition or speech to text (STT). It incorporates knowledge and research in the computer science, linguistics, and computer engineering fields.
Alibaba DAMO Academy (DAMO), the global research initiative by Alibaba Group, presented its forecast of the leading trends the company believes will shape the tech industry in 2022.
Founded in October of 2017, Alibaba DAMO Academy explores the unknown through scientific and technological research and innovation to serve humanity. By analyzing millions of public papers and patent filings over the past three years, and conducting interviews with around one hundred scientists, DAMO came up with its Top 10 technology trends for the next two to five years expected to make impacts across sectors in the economy and the society at large.
"Over the past century, the evolution of digital technologies has accelerated technological progress and industrial development. The boundary of technologies is extended from the physical world to mixed reality, while more and more cutting-edge technologies find their way to industrial applications," said Jeff Zhang, Head of Alibaba DAMO Academy.
Considering this, Alibaba expects to see a surge of applications running on top of the new computing system in the next two years, as well as the following tech trends:
- Cloud-Network-Device Convergence
The rapid development of new network technologies will fuel the evolution of cloud computing towards a new computing system of cloud-network-device convergence. In the next three years, Alibaba expects to see AI broadly applied in the research process of applied science, the widespread use of silicon photonic chips in large-scale data centers, AI paving the way for integration of renewable energy sources into the power grid, people-centric precision medicine becoming a major trend, ground-breaking improvements in the performance and interpretability of privacy-preserving computation, as well as a new generation of XR glasses.
- AI for Science
AI will be broadly applied in the research process of applied science and be used as a production tool in some basic sciences.
- Silicon Photonic Chips
A widespread use of silicon photonic chips in high-speed data transmission in large-scale data centers.
- AI for Renewable Energy
AI to pave the way for integration of renewable energy sources into the power grid and contribute to the safe, efficient, and reliable operation of the power grid.
- High-precision Medicine
People-centric precision medicine become a major trend that will span multiple fields of healthcare, including disease prevention, diagnosis, and treatment.
- Privacy-preserving Computation
Ground-breaking improvements in the performance and interpretability of privacy-preserving computation and witness the emergence of data trust entities that provide data sharing services based on the technology.
- Extended Reality (XR)
A new generation of XR glasses that have an indistinguishable look and feel from ordinary glasses entering the market and serving as a key entry point to the next generation of Internet. In the next five years, the company expects to see perceptive soft robotics replacing conventional robots in the manufacturing industry, and satellites and terrestrial systems working as computing nodes providing ubiquitous connectivity.
- Perceptive Soft Robotics
Perceptive soft robotics will replace conventional robots in the manufacturing industry and pave the way for wider adoption of service robots in our daily life.
- Satellite-terrestrial Integrated Computing
Satellites and terrestrial systems will work as computing nodes to constitute an integrated network system providing ubiquitous connectivity. In addition, Alibaba expects to see the future AI shifting to the co-evolution of large- and small-scale models via clouds, edges, and devices.
- Co-evolution of Large- and Small-scale AI Models
The future AI is shifting from the race on the scalability of foundation models to the co-evolution of large- and small-scale models via clouds, edges, and devices, which is more useful in practice.
- Cloud-Network-Device Convergence
In e-commerce everything revolves around the end customers and their needs, while in Industry 4.0 intelligent machines are in the foreground. With industrial IoT commerce, new commercial perspectives and opportunities are now established.
New advertising spend forecasts for 100 markets worldwide show that the global ad market has thus far largely weathered the impact of COVID-19 and is on course to reach a value of US$1trn in 2025, with more than half of this money paid to just three companies: Alphabet, Meta and Amazon.
This is according to WARC, the international marketing intelligence service, which publishes the findings as part of its new WARC Data Premium suite.
Following on from a meteoric 23.8% rise to a total of US$771bn this year – the strongest growth in WARC’s four decades of market monitoring – advertising investment is forecast to rise by a further 12.5% and 8.3% in 2022 and 2023 respectively, with e-commerce platforms set to lead this growth.
The findings are accompanied by a proprietary survey recently carried out for WARC's Marketer's Toolkit 2022, of 1,500+ marketing practitioners, which shows that two in three already committing budgets to Amazon are intending to increase that spend. A full 66% of advertising professionals are planning to up spend on TikTok next year, while YouTube (61% of surveyed practitioners), Instagram (60%) and Google (57%) are also set to benefit from higher spend in 2022.
Currently though, WARC finds that all product sectors are projected to top pre-COVID investment next year, while most sectors were able to record a full recovery this year. Notable exceptions include transport & tourism, which led growth with an absolute increase of $12.5bn this year but is still almost $2.9bn down on pre-pandemic spending levels.
“Despite potential headwinds, market data show that we are currently witnessing a boom in advertising trade like none seen before, led by increased demand for retail media and ancillary publishers such as Google and Instagram, which is now the world’s largest social platform. Our projections show that this trend is set to continue, with Alphabet, Meta and Amazon now on track to account for more than half of an advertising market worth $1trn in 2025”, James McDonald, Director of Data, Intelligence & Forecasting, WARC says. “New coronavirus variants – such as Omicron – may have a negative impact on our current outlook, and while our base scenario assumes that impact is muted, we will continue to review that position each quarter”, he concludes.
Trends by online media and format
- E-commerce: The sector is expected to lead growth to 2023, by when the market’s value will have more than doubled from 2020’s level to a total of $137.2bn. Growth in China’s advertising market is cooling but in the west it is booming, with Amazon on course to amass over $57bn in advertising revenue by 2023 (up 72% from this year and 308% from 2019, prior to the pandemic). Two in three practitioners already committing budgets to Amazon are intending to increase that spend, while heightened advertiser demand is pushing up the average cost-per-click.
- Social media: This was the fastest-growing online sector in 2021, with spend rising 41.9% – or $55.7bn – to a total of $188.8bn this year. Instagram grew to become the largest social media platform in 2021 after overtaking the core Facebook platform for the first time. Instagram is forecast to grow to control over a third of the global social media market in 2023. TikTok saw ad revenue rise 151.5% this year and is expected to record growth of 75.4% in 2022. Two in three marketers surveyed by WARC say they intend to up spend on TikTok next year, the highest rate across all online platforms.
- OTT video: Premium online video platforms – aka over-the-top (OTT) – such as YouTube and Amazon Prime Video, were worth a combined $63.7bn to advertisers in 2021, up 41.6% from a year earlier. Further growth, of 19.7% and 14.2%, is projected during 2022 and 2023 respectively, with YouTube leading the charge and set to be worth $41.4bn by the end of the forecast period.
- Paid search: Alphabet is the world’s largest media owner and Google the largest individual platform: its advertising revenue rose by 40.6% to $146.3bn this year, taking 79.7% of all search spend and 19.0% of all advertising spend worldwide. Google’s growth is set to ease to 14.8% in 2022, though 57% of practitioners surveyed by WARC are planning to increase spend on the platform next year.
- Online audio: Advertising spend on online audio rose by a third to $5.4bn in 2021, with podcast spend up 50.9% and streaming up 28.4%. Both formats are expected to see gains to 2023, by when the online audio sector as a whole is expected to be worth $8.3bn. Spotify is one of the main players, it is set to see ad income top $2bn for the first time in 2023.
Trends by legacy media and format
- TV: Advertiser spend – inclusive on linear TV and broadcaster catch up services – is projected to grow by 3.3% to $184.7bn in 2022 following a 5.5% rise this year. Linear TV is set to remain larger than OTT – services such as YouTube and Amazon Prime Video – for the duration of the forecast period, though its share of global ad spend will dip below a fifth as broadcaster’s video-on-demand (BVOD) services attract incremental dollars.
- Out of home: The market recorded a recovery of 21.8% this year, though that was not enough to offset the 28.2% decline recorded in 2020 as the coronavirus outbreak first brought the world to a standstill. The sector’s fortunes are heavily dependent on the possibility of future social restrictions in response to emerging variants, though currently growth of 13.3% is expected in 2022.
- Cinema: Spend was heavily curtailed in 2020 as cinema chains had to shutter in response to the outbreak, resulting in a 71.2% fall in advertiser investment. Spend rebounded strongly this year, buoyed by a new James Bond film, to record a rise of 149.9%. Further growth, of 26.1%, is currently projected for 2022 but, as with the OOH sector, this is provisional.
- Broadcast radio: Investment in broadcast radio ads rose by 8.4% – or $2.5bn – this year and is set to grow by 3.5% in 2022 and a further 1.5% in 2023, by when the market will be worth $34.3bn. Consequently, it is the only legacy medium set to record continuous growth over the forecast period.
- Newsbrands: Advertising spend on print and online news dipped by 4.0% this year, with an 8.9% rise for online platforms negated by a 7.4% decline among print titles. These trends are set to continue to 2023, resulting in online platforms accounting for 42% of total newsbrand ad revenue, up from a share of 31% today.
- Magazine brands: As with the news sector, investment gains for online titles were not enough to stymie print losses. Consequently, the total market was down 6.6% in 2021, with a 6.1% dip forecast next year and a 5.2% fall expected in 2023. The online component of the total will grow continuously, however, to command a 49.6% share of ad revenue in 2023.
Trends by product category (Five largest in 2022)
- Telecoms & utilities: Helped by its double-digit growth in 2020, telecoms & utilities is the first category to record advertising spend above the $100bn mark in a single year (2021). Strong investment in online advertising will help fuel further rises, leaving the vertical’s total level of spend in 2023 more than double the pre-pandemic figure in 2019.
- Business & industrial: Spend grew by a quarter in 2021 and a further increase of 13.4% to a total of $94.1bn is expected in 2022. Growth from business advertisers in 2023 will be the second-quickest rate across all categories, behind telecoms & utilities, and this brings total spend above $100bn. The sector includes a substantial amount of classified advertising within real estate and recruitment – two bellwethers of wider economic health.
- Media & publishing: Advertising investment was largely flat in 2020 but surged in 2021, rising by 33.4% to take total spend to $83.6bn. Double-digit increases in the next two years will push investment above the $100bn mark by 2023.
- Retail: A cut of $5.4bn in 2020 will more than be recovered this year – investment will rise by 20.0% before easing to 10.1% growth in 2022. A further increase in 2023 will lift total spend to $89.5bn, by which point online media will account for more than three-fifths of all investment.
- Financial services: Mild growth in 2020 coupled with steep cuts to automotive advertising has pushed financial services into the top five largest categories. Total spend rose by almost one-third this year and this will take total spend to $63.9bn. Double-digit growth is expected in 2022 and 2023, by when investment will be two-thirds higher than in 2019.
A sample of the full report is available.
A consumer who is looking for a product on the Internet is an ideal recipient for targeted online marketing since the person indicated an interest. The start-up Nano Interactive can help in proving search-intent targeted advertising, “based on a technology that even the search engine giant Google cannot keep up with”, the company states.
In Southeast Asia, the growth of the digital economy has contributed to the addition of 70 million new online shoppers since the start of the Covid-19 pandemic that clearly accelerated shifts in shopping behavior since physical retail came to a standstill amidst global restrictions and lockdown orders. Adobe expects global e-commerce sales to reach US$4.2 trillion this year, making clear that competition is heating up, and data from the region’s leading e-commerce player, Shopee, shows a 60% year-on-year uplift in the number of active sellers on the platform.
What this means is that even though the e-commerce opportunity is apparent in the region, retailers need to work harder than ever to win consumers’ attention and share of wallet.
Meltwater studied online consumer conversations across the Southeast Asia region to help retailers stay on top of consumers’ ever-changing preferences and identify emerging trends and opportunities to make the most of the shopping season.
Anyway, mega-sales are as popular as ever among Southeast Asian consumers, with more than half a million online conversations on the subject in 2021, Meltwater data found. Most of these conversations took place on Twitter, and peaked right before the annual 9.9 shopping sales, as consumers sought discounts and deals during campaign days. Corroborating this, Shopee found that consumers across the region started adding their desired items to cart as early as 30 days in advance.
Shopping events like 9.9 have become an annual affair, as e-commerce players in the region beef up their calendars to maintain a steady pipeline of year-round sales events. But even with the increased frequency, these sales events haven’t lost their luster. Data from Shopee shows that sellers participating in the 11.11 event for the first time last year saw 10 times more orders than on an average day.
Mega-sales are also an opportunity for brands to engage their audiences at scale and in more meaningful ways. Many e-commerce companies do this by bringing in big names from the entertainment world to bedazzle at these events. And consumers are lapping it up: nearly one in every five conversations about mega-sales this year revolved around e-commerce partnerships with popular K-pop groups like Mamamoo, BTS, Twice, and Treasure. Retailers need to go beyond price and promotions to attract and engage audiences in the long run
Having spent over a year-and-a-half in some form of lockdown or pandemic induced restrictions, consumers are missing the experiential aspect of shopping in physical stores. As a result, shoppers are now increasingly seeking differentiated and immersive shopping experiences. One example of this is livestreaming, which has quickly grown to become a billion-dollar global phenomenon. In Southeast Asia, more than 1.4 million social media conversations around livestream shopping have taken place in 2021 so far, which is twice (213%) more than the same time last year. Shopee also reported 2.5 times increase in annual live stream viewership on its platform. Notably, the fastest growth came from audiences aged between 34 to 50, proving that the popularity of this format is not limited to younger generations only.
Gamification is another trend consumers are toying with. Social media conversations around this increased by 48% in the region this year, as consumers took to Twitter and online forums to discuss different aspects of gamified shopping experiences. Importantly, three in five (60%) consumers say that they are more likely to buy from a brand if they enjoy playing a game with it. Shopee found that brands that incorporate interactive elements like quizzes to engage customers saw 6 times more likes and 7 times more clicks per post on the platform.
The fact is that the Covid-19 crisis has accelerated people’s reliance on e-commerce for a range of essential needs. According to a report by Facebook and Bain & Company, groceries were this year’s fastest growing online shopping segment and the enthusiasm trickled to social media, as conversations around online grocery shopping nearly doubled (93%) since last year. But not only are shoppers buying more – and different – products than they used to, but they’re also transacting differently. Changing necessities and preferences have accelerated the shift towards real-time payments as nearly half (53%) of Southeast Asian consumers report using these more frequently now.
Consumers are nowadays not only driven by prices and discounts, but they are also seeking deeper, more real-time engagement in their online shopping journey – and they’re being vocal about this. The post-pandemic e-commerce surge is real, and it’s here to stay. Brands that want to make the most of this growth need to keep up with shifts in shopper preferences. The key to capturing these emerging opportunities starts with keeping an ear out for what consumers are saying.
IDC predicts in one of its recent reports that by 2023, organizations that allocate over 50% of their software development projects to customer facing initiatives will see revenue grow 15% faster compared to those that focus more on internal projects.
From planning and sourcing to development and distribution, software-led digital creativity demonstrably moves markets, fosters resilience, and builds new audiences. To get there, Asia Pacific leaders are carefully aligning operations, development, and business stakeholders to deliver optimum value to the customers, employees, and partners they serve.
"The progress is stunning. On some key measures of innovation, Asia Pacific organizations are matching or even exceeding their global counterparts," says Gina Smith, PhD, research manager for DevOps and digital innovation in the Asia Pacific region. "As they enter their third COVID-19 pandemic year, IDC expects enterprises to continue to accelerate digital innovation efforts," she adds.
IDC's Future of Digital Innovation top 10 predictions provide guidance for business leaders on how best to innovate software moving forward.
- Digital drives revenue: by 2025, enterprises that successfully generate digital innovation will derive over 25% of revenue from digital products, services and/or experiences.
- Customer-facing first: by 2023, organizations that allocate over 50% of their software development projects to customer facing initiatives will see revenue grow 15% faster compared to those that focus more on internal projects.
- Marketplaces and acquisitions: to help alleviate the developer skills shortage, 55% of organizations will use cloud marketplaces and tech start up acquisitions as their most important approaches to software sourcing by 2024.
- Developer ecosystems: by 2025, companies that have already invested in building a developer ecosystem will expand their customer base by 25%.
- Supply chain security: securing the software supply chain will be a core competency embraced by 75% of large digital innovators by 2023.
- Tech to go direct: by 2024 traditional distribution models crumble as 20% of businesses in some sectors use technology to go direct to customers, seeking to improve customer satisfaction and product development.
- Turning products into service: by 2026, 30% of software development teams will be focused on turning traditional products into outcomes as a service.
- Software development insourcing: half of the Asia 500 will have insourced software development significantly by 2026, exacerbating the software engineering skills shortage and fuelling interest in software development efficiencies.
- Heterogenous teams: by 2024, 55% of successful digitally innovative products will be built by teams that include people with creative, critical thinking, analysis, and automation skills, as well as software engineers.
- Machines as programmers: by 2026, 60% of newly developed applications will include some automatically generated code, freeing up humans to focus on development tasks that are not easily automated.
Each year, IDC releases its Top Predictions through its IDC FutureScape reports to give a crystal ball view of what is ahead for the rapidly changing ICT industry. These predictions have been used to shape the strategies and business objectives of technology leaders and business executives in the next 1–5 years.
Microsoft just unveiled the latest cloud and IoT innovative technology at the inaugural 2035 E-Mobility Taiwan Exhibition, further unlocking potential of cloud computing for smart mobility industry, besides highlighting its partnership with MIH Consortium (MIH), global manufacturing leader Foxconn's electric vehicle (EV) software and hardware open platform. Leveraging the power of Microsoft's cloud service, Azure, the partnership delivers secure and innovative cloud-native solutions.
Most people tremendously enjoy getting recognition for their thought patterns, routines, and beliefs. We also tend to select and interpret information in such a way that it corresponds to and reinforces our own expectations. Some insist on their opinion even when new information has long since proven them wrong. And with all of this we also believe that we are right and unaffected.
Communication and collaboration solutions have become an integral part of everyday professional life. In the future, they will prevail across all industries and company sizes.
The Business Messenger occupies a small but decisive niche in the market for communication solutions. Whether as an established tool, as a novelty or as a communication alternative, its mission is to simplify professional communication, make work processes more efficient and relieve employees.
Since the business messenger market is driving new developments at a rapid pace, we want to shed light on which innovations in business messaging will be on the agenda for 2022.
The last two years have not only given the digital transformation of companies a significant boost, but also advanced internal communication in many places. To quickly and securely connect decentralized teams and mobile workers with one another, new communication channels have to be found, whereby GDPR-compliant business messengers are clearly on the advance.
Tobias Stepan, founder of Teamwire, identified and elaborated six trends in business messaging for 2022.
Trend 1: Push-to-Talk – from voice messages to walkie-talkies in Messenger
Direct voice communication via push-to-talk, which was previously only possible via digital radio, can now be implemented with the help of a business messenger. Additional devices such as walkie-talkies are supplemented by business smartphones. Push-to-talk enables direct language exchange, which not only makes communication more efficient, but also makes it much easier to interpret. At the same time, this new user-friendliness makes it easier to receive and send audio messages. Particularly mission-oriented teams, for example in the areas of BOS, rescue service, construction, logistics, delivery services and tourism, benefit from a push-to-talk function in the messenger, because in addition to audio recordings, images and documents can also be transmitted in the same communication channel, such as an operational chat during an observation. All communication relating to a process can be saved in the organization's archive and retrieved at any time, which, among other things, significantly simplifies the creation of reports and evaluations.
Trend 2: Implement the social intranet idea in business messaging
Messenger as social intranets not only promote the vision of integrating all employees in internal communication, but also accelerate the distribution of information and raise feedback cycles to a new level. Company news are shared with the aid of status messages, both for one-to-one and group chats as well as broadcasts. The color-coded messages are visible to all users of a chat. An additional overview allows you to filter chat histories according to message types, and thus also according to status messages, and to quickly find the information you are looking for. At the same time, employees can interact with the content by "commenting" on it using emoticons. The aim of this is to activate and promote team collaboration across the entire workforce, from mobile workers to desk employees, but also from trainees to C-level managers, and to guarantee optimal exchange.
Trend 3: New user interfaces and smart devices for messengers
Not only the messengers themselves are becoming more and more sophisticated, but also the end devices. In addition to smartphones, tablets and the like, which have long since established themselves as the standard for messaging apps, smart devices with new user interfaces will conquer the market. Smartwatches have developed rapidly and are widespread in recent years. They are light, robust and are particularly suitable for mobile emergency services such as police officers and rescue workers. But data glasses, so-called smart glasses, are already in the starting blocks. In combination with messenger apps, they can offer remarkable advantages. For example, you enable doctors to easily view patient files together with colleagues during an examination and to communicate at the same time, while keeping both hands free. Smartglasses also support logistics employees in locating stored goods and exchanging information about the transport. It is conceivable that the position of the goods to be loaded, including directions for a larger warehouse, can be called up and colleagues can be requested for support while the employee is on the move with the forklift. In this way, new smart devices make it easier and faster to implement use cases.
Trend 4: Even more sophisticated messenger functions
Sending documents, photos and videos, sharing locations, making VoIP and video calls are all part of the standard repertoire of a good business messenger, and the peak in terms of innovative functions is still far from being reached. Messaging apps integrate more and more functionalities to cover all use cases across industries and to make the exchange of information even easier:
- alerts to ensure direct emergency communication and coordination using acknowledgment options and alarm reports,
- surveys to easily create surveys and simplify scheduling, and
- image processing to anonymize data and make faces unrecognizable.
In 2022, the variety of functions will continue to increase, and individual functions will be refined – individually tailored to industries.
Trend 5: Geo-referencing in Messenger – live location functions reach a new level
Sharing locations in messengers is a popular feature, since it is ideal for sharing your current whereabouts, giving directions, and arranging meeting points. In everyday business, however, there are often use cases in which the whereabouts of the users change dynamically, and knowledge of the real-time locations or live locations can be of great importance for colleagues and business partners. Typical scenarios are the deployment of public order offices, police and rescue services, production employees as well as transport and delivery service trips. There will be the next stages of innovation here to further improve the geo-referenced coordination, such as progressive map applications or the provision of application-relevant location information through artificial intelligence are conceivable.
Trend 6: Messenger with maximum data sovereignty with simultaneous networking
Data sovereignty and security are two issues that are becoming increasingly important for companies. In lockstep with the continuously developing messenger functionalities and technical possibilities, the threat from cyberattacks is also growing. Federated servers increase the reliability against hacker attacks – after all, in the worst case only the attacked server fails. The federation is also a significant step forward in improving data sovereignty. For security reasons, in addition to secure containers on the end device, functions for holistic data and access management are becoming increasingly relevant. Further strengthening encryption algorithms for communication and establishing additional security functions are also among the central developments in business messaging. Compliance and auditing-proof archiving will be an important topic for all companies and industries in 2022. It is now clear that messaging is part of business communication, and therefore falls under the documentation obligations under commercial, professional and data protection law. Companies can easily implement their compliance and data protection requirements with leading business messengers – a key advantage over American cloud solutions.
Professional communication will continue to change, and new technologies will accompany this change and drive it forward. Business messengers are already making device, time and location-independent collaboration within a team and between several teams possible – even from other organizations. However, their potential is far from being exhausted, which is illustrated by the expected trends. Business messaging is ready for the future.
Unruly, a leading global video and Connected TV (CTV) programmatic advertising platform, launched its content-level targeting solution that segments inventory based on publisher bidstream attributes that mirror linear TV buys, such as genre and rating.
The solution brings standardization to the programmatic Over-the-Top TV (OTT) and CTV ecosystem and will serve publishers who are increasingly looking to meet buyers’ needs for contextual targeting opportunities, as spend moves from linear to digital environments. At launch, twenty-six segments are supported based on content attributes such as content genre and rating.
Unruly’s proprietary methodology evaluates the direct publisher partner data and simplifies the content-level attributes into scalable deals for buyers. Publishers can also leverage Unruly’s Private Marketplace (PMP) platform, CTRL, to package inventory to meet growing buyer demand more effectively for privacy-conscious, publisher first-party targeting solutions across CTV and video.
In turn, buyers gain scaled access to deals leveraging TV-like content attributes passed through the bidstream. Buyers can activate through Unruly’s direct DSP integrations and via Tremor Video, the demand side of Tremor International’s end-to-end platform.
“As interest in OTT ad opportunities grows year-over-year, publishers want to meet buyer needs for contextual targeting opportunities on OTT supply but lack the framework to pass this content data in standardized ways,” said Karim Rayes, Chief Product Officer, Tremor International. “Content-level targeting gives publishers control over the segmentation and packaging of their inventory, but it ultimately brings benefits to both sides of Tremor’s end-to-end platform. Standardizing content in this way maximizes publishers’ inventory value, while buyers can broaden CTV campaigns across their desired categories.”
Unruly is planning to further expand support for content attributes in the coming months to include language and IAB content category, in addition to providing self-service forecasting, reporting, and insights tools in support of these new attributes. (Source: Unruly)