How the Media Industry Can Take Advantage of Next-Gen TV’s Data Freedom

Advertisers and agencies are looking to win big from the next-generation TV broadcast standards, and the implications of these new standards for the media business are immense.

Here’s why: The Advanced Television Systems Committee (ATSC), the industry group responsible for the new standards, has specified an open system for data exchange as part of its next-generation 3.0 broadcast environment. “Open” means that the underlying technology is publicly disclosed signaling a shift away from closed, proprietary solutions for data.

For broadcasters, the new standards give them the freedom to tap into the power of the internet to have viewership data reside on their systems or with their choice of an outside vendor.

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