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How can streamers maximise DAI and avoid the complexities of GDPR?

Written by John Maxwell Hobbs for IBC

Over-the-top services and streaming platforms have significantly changed the way we consume content, offering a wide array of entertainment and media directly over the internet. With this transformation, a major concern has emerged: transparency on the way that user data is used for Dynamic Ad Insertion. John Maxwell Hobbs reports.

Dynamic Ad Insertion (DAI) refers to the technology that allows advertisers to insert ads into video content in real-time or on a user-by-user basis. Unlike traditional broadcasting where everyone sees the same ad, DAI can tailor advertisements based on the viewer’s demographic, viewing preferences, and even past behaviour. Here’s how it impacts both consumers and the industry:

For content providers and advertisers, DAI offers a more efficient use of ad space, potentially increasing ad revenue and allowing for more precise targeting. It also enables advertisers to measure the effectiveness of their ads in real time, adjusting strategies accordingly.

For consumers, the main advantage is the relevance of ads. Viewers are more likely to see advertisements that match their interests, potentially enhancing their viewing experience. However, this also raises privacy concerns, as it implies detailed tracking of user behaviour.
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