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  1. Home
  2. | Resources
  3. | The future of measurement in OTT advertising
June 1, 2016 by IAS Team

The future of measurement in OTT advertising

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Das „over-the-top“ (OTT) Ökosystem ist zurzeit sehr angesagt und verzeichnet Zuwachsraten, die die digitale Werbewelt vor Neid erblassen lassen. Laut einer Studie der Diffusion Group lag das Wachstum im Jahr 2015 weltweit bei 133 Prozent. Im Jahr 2018 wird OTT zehn Milliarden US-Dollar an Werbeumsatz bringen. Wodurch wird diese Entwicklung vorangetrieben?

Unübersehbar bringt das goldene Zeitalter des Fernsehens Zuschauer, von denen viele sogenannte „Cord Cutter“ sind. Das heißt, diese Zuschauer haben Zugang zu Content ohne dass sie einen Vertrag mit einem Inhalte-Anbieter abgeschlossen haben. Mit OTT gelangt man über eine Internet-basierte Set-Top-Box wie z.B. Apple TV und Roku, oder Konsolen wie z.B. Xbox und Sony PlayStation zu den Inhalten.

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