Skip to main content
Skip to footer

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

Punyabrota Dasgupta

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

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