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Navigating Advertising Complexity in an Over-the-Top Content World

Punyabrota Dasgupta

Enterprise Architect, Communications, Media, and Information Services (CMI) business unit, TCS

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Understand the distinctiveness of advertising on OTT platforms:

  • On-demand content consumption makes time-related consumer outreach irrelevant
  • Conventional measurement parameters such as TRP are not as relevant as new ones such as user interactions
  • Personalization, hypertargeting and multi sale of ad spots can yield better outcomes

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