Ad-Tech Companies to chase big OTT dollars

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According to Business Insider, a cottage industry of companies has sprung up to grab a piece of the revenue flowing to over the top (or OTT) advertising. OTT refers to film and television content provided via a high-speed Internet connection rather than a cable or satellite provider. OTT does not mean free, as the term encompasses services such as Netflix, Amazon, iTunes and HBO Now.

Questions:

  1. What is causing this marketing shift?
  2. Why is this shift causing problems for ad buyers?
  3. Who are the 13 ad-tech companies that stand to win the most in OTT and who have you heard of, if any?
  4. Based on the article, which company do you think will ultimately become the largest ad-tech company?
  5. Which company do you think is the most innovative and why?

Source:

Johnson, L. (2019). Ad-tech companies are moving full speed ahead to chase OTT ad dollars. Here are the 13 companies poised to win the most. Business Insider, June 24. (Retrievable online at https://www.businessinsider.com/top-ad-tech-ott-companies-2019-2019-3).