Broadcasters told they should operate as ‘unified platforms’

Broadcasters need to simplify their structures and become more like the platforms they’re competing against if they are to secure future ad money. That was one of the views at the Connected TV World Summit this week in a session that examined the ways the TV market can be opened up for ‘advanced advertising’.

Until now, advanced advertising – which includes programmatic, connected TV and addressable – has been the work of pioneers and early-adopters in Europe, but as its impact is seen in revenue and profits, the whole TV industry is expected to play catch up.