MOUNTAIN VIEW, Calif., Dec. 8, 2015 /PRNewswire/ -- Anvato, the complete TV Everywhere and OTT video supply chain, indicates that ad blocking technology presents little risk to customers of its Media Content Platform (MCP) technology. Dynamic server-side ad insertion has been available for more than two years for Anvato customers, and is currently in use at major media outlets for frame-accurate, broadcast quality ad insertion. These brands avoid disruption of their viewing experiences due to ad blockers, and save millions of dollars in ad revenue.
A growing number of programmers and media brands are expressing concern about elements of their strategies, specifically monetization and deliverability of their content as ad blocking technology grows in popularity.
Some video producers estimate that up to one-third of their streams never reach their audience today. Analysts indicate that ad blockers could cost publishers $25 billion in 2016 for both display and video advertising. Globally, over 200 million devices will use ad blockers, an estimated 40% growth from the past year.
Video ad businesses that rely on pre-roll ads are hit the hardest, because ad blockers either skip the pre-rolls or prevent video playback all together. Using Anvato's ad revenue optimization solution, the ads are dynamically stitched on the server side and this behavior is mitigated.
"For the past two years, our customers have been using server-side ad insertion. Now, they kill two birds with one stone: they not only enjoy frame-accurate ad insertion on all devices but also defeat ad blockers," said Alper Turgut, CEO of Anvato. "We were one of the first in the industry to do server-side ad and content stitching, which enables our customers' content and advertisers' payload every time. We estimate that widespread use of this technology will result in significant savings, avoiding up to $3 billion in lost revenue from ad blocking for the industry as a whole."
Anvato's Media Content Platform (MCP) is a turnkey software-based TV Everywhere/OTT workflow platform that enables television broadcasters, content owners and service providers to reach their audiences on any device — from signal to screen — with a single, all-encompassing offering. Customers can deploy Anvato solutions within a matter of weeks, enabling live or on-demand TV programming on any device in a highly cost-effective and efficient manner.
Anvato is the most efficient and complete platform to power the TV Everywhere and OTT offerings for broadcasters and pay TV operators, for both live and video-on-demand. Since its industry-leading turnkey technology streamlines video ingest to playback, Anvato can uniquely guarantee the highest-quality and most-efficient delivery of the right content and advertising on all devices. Customers include NBCUniversal, FOX Sports, Media General, Univision, Hearst Television, E.W. Scripps, Gray Television, and CBS Local Media. Anvato is headquartered in Mountain View, CA, and winner of Best of NAB 2014 and 2015 awards. For more information, visit www.anvato.com