"To solve problems related to disparate

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lya Karepin, Director of the Product and Innovation Development Department at New Service Company LLC (NSC, a technology partner of the National Advertising Alliance), reported at the International Congress of the National Association of Broadcasters (NAT) on August 27 that Smart TV, smartphones and computers are being added to the main device for watching television, and the audience on these devices is constantly growing: 20% of surveyed Russians watched streaming television content on the Internet - via IPTV, applications and online cinemas (OTT services); and 55% of respondents have Smart TV with Internet access - this figure is 6% higher than in 2022.

advertising management kazakhstan whatsapp resourcetechnologies in the digital environment, NSC proposes using a single industrial tool that includes an advertising player (SDK) and an advertising server ("spinner"), as well as audience data (DMP). The solution will allow combining TV inventory on various platforms on the Internet, creating new inventory and ensuring advertising on all platforms of the TV channel broadcast according to the standard of classic TV. In addition, the tool will make it possible to manage targeted impressions," said Ilya Karepin.

According to him, the tool is software that is intended for broadcasters, TV channels, holdings and digital sellers.

According to NSC, the solution is aimed at improving the user experience, which consists of using a single advertising player (SDK) embedded in OTT platforms, which will allow advertising to be shown with frame-by-frame accuracy, eliminating delays, repetitions and low-quality videos.

In addition, as Ilya Karepin noted, this tool will effectively work to solve problems in terms of inventory management, limited by the availability of platforms and positions: the advertising player (SDK), built into new OTT platforms, adds inventory to current ones.

To overcome the problem of lack of information about viewers, NSC offers a data management system (DMP), which collects information about all viewers and profiles them according to social demographics and interests.

NSC's strategic initiative, according to Ilya Karepin, is to make TV content equally high-quality, effective and manageable in terms of inventory monetization, and standardization of TV inventory management on the Internet is a logical stage in the development of the market.

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Television has taken up residence online
Almost 80% of all video content consumption is on television - both on-air and online. Every third Russian watches television via the Internet. TV producers are concerned that the units of measurement for content viewing in these two environments differ - this prevents them from measuring end-to-end coverage and increasing monetization.

Ksenia Achkasova, Executive Director of Mediascope JSC (which conducts media research and monitors advertising and the media), commented: "We are very positive about all technological initiatives that make the user experience better. As a measuring instrument, we will do everything to measure this correctly."

Andrey Boyarinov, CEO of MEDIA HILLS JSC, noted that the NSC platform is an innovative solution. "We are faced with the fact that there are separate Internet solutions, and there are television ones. The platform will try to "marry" these two entities. This is important. When placing advertising campaigns, advertisers want to plan them correctly and evaluate their effectiveness. What Ilya and his team are doing is a gradual move in this direction. For us, as measurers, it is important to measure everything correctly, and here we are in contact with our colleagues," he concluded.