Partnering for the Future of Addressable TV David Uhlmann & Dr Oliver Friedrich

Contents

● DoubleClick for Publishers & Addressable TV● Commitment to open standards● Addressable TV challenges● How will Google help?

DoubleClick for Publisher (DFP) is a TV-capable adserver

Manage Inventory with DFP

Bring Unique Demand from Buy-side

Monetize Programmatically on Ad ExchangeHybrid cTV/STB IP STB

LINEAR VOD

Digital

TV Distributor/Broadcaster

Open standards for television and online video

● Google is fully committed to open standards

● HbbTV plays an important role for to future monetization of broadcast and online video

● Google will support the broadcasters’ and platform operators’ needs by providing the right tools & products

● Helping our customers to have answers to device fragmentation and achieving scalability for Dynamic Ad Insertion is the main target of the DoubleClick team.

● Other Google products as Cloud, AI, AndroidTV etc. complement this mission

Key Challenges 2017+

● Scalability in large scale deployments

● Device Fragmentation & implementation

● Measurement & Viewability on Connected TVs

● Ad inventory for the big screen

● Monetization

Fragmentation - Cross screen delivery and monetization is difficult

Android TVOperator Tier

Scalability: Reliably powering TV’s biggest events

Presidential Debates

NFL PlayoffsEuro 2016

Digital addressability with TV reliability on all screens

Dynamic Ad Insertion

Ad

Content

Ad

Ad

Proprietary + Confidential

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DFP DAIDFPAdX

Transcoder

CDNENCODERContent Feed

Broadcast Signal

SCTE-35/104Signals

ANALYTICS

SDK

Stream Request

Client-side Reporting Server-side Reporting

Stream + Stitched ads manifest

HLS Manifest

DAI Reference Architecture (Live / Linear unicast case)

Experiment● Linear ad replacement on a self-modulated DVB-T stream

● Slightly adapted version of Google’s IMA SDK to request,

pre-load and play the ad sequence + providing VAST

conform pingbacks for measurement

● Deployed an HbbTV application on a Humax STB for testing

Let’s build it together!We invite partners from the broadcast industry to create reference cases for Addressable TV together with us.

Thank you{ofriedrich|duhlmann}@google.com

End